Salim Abdul Talib,Rahmat Hashim, Mohd Salehuddin Mohd Zahari
Universiti Teknologi MARA Selangor Branch, 42300 Bandar PuncakAlam, Selangor, Malaysia
Taylor’s University Lakeside Campus, No. 1 Jalan Taylor’s, 47500 Subang Jaya,
Selangor, Malaysia salim@salam.uitm.edu.my, Rahmat.Hashim@taylors.edu.my,
Zuraini Mat Issa
UniversitiTeknologi MARASelangor Branch, 42300 Bandar PuncakAlam, Selangor, Malaysia
ABSTRACT
By and large, Malaysian foodservice business is predominantly dominated by three major ethnic cuisines ─ Malay, Chinese and Indian. In any business, consumer satisfaction was long recognized by scholars and practitioners as one of the main ingredients for business survival and prosperity. However, globalization has an impact on the Malaysian food and beverage industry, particularly the euro-centric concept of fine dining. Hence, the main purpose of this study was to offer an integrated approach to understanding consumer satisfaction and post-dining behavioural intentions by examining the causal relationship among five constructs of fine dining restaurant with satisfaction and behavioural intentions. The Likert scale survey instrument was used to collect data via the ‘drop-off and collect’ survey technique. The sample was drawn from participating restaurants in the Malaysia International Gastronomy Festival 2017 (MIGF). Four hundred and nineteen useable questionnaires were garnered from eight fine dining restaurants that agreed to participate in the study. A research model based on the expectancy-disconfirmation paradigm investigating the relevant relationships among the constructs by using a structural equation modelling (SEM) approach was proposed and tested. This study examined a mediating model of the relationship between the restaurant service/product dimensions, marketing dimension centred on customer-based brand equity constructs, satisfaction and revisit intention. As a result, aparsimonious model of restaurant satisfaction and behavioural (revisit) intention was successfully developed and the proposed framework was substantially validated with four hypotheses supported and seven not.The outcome of the study has both theoretical and practical implications that have significant relevance and great importance to both academicians and practitioners.
KEYWORDS: Consumers’ Satisfaction, Behavioural Intention, Malaysian Fine Dining Restaurant, Expectancy-Disconfirmation Model, Malaysia International Gastronomy Festival, Structural Equation Modelling