Customer satisfaction in Malaysian food quality: The case of 1Malaysia menu

• Main Authors: Ramli, Kamal Izzuwan, Ideris, Muhamad Shah Kamal
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: G Geography (General)
• Online Access: http://repo.uum.edu.my/13299/1/17.pdf; http://repo.uum.edu.my/13299/; http://www.thic-uum.com/

Food quality is one of the most sought for when a customer visit a restaurant.It is the most important element that will satisfy the needs and expectations of restaurant customers.Given the importance of food quality to every restaurant, it is still difficult to constitute the consensus of individual attributes that contribute to food quality.A thorough review of the literature revealed that the general description of food quality attributes are (a) freshness, (b) taste, (c) healthy options, (d) variety of menu, (e) presentations, and (f) temperature.In relation to that, the Malaysian government has come up with the idea of 1Malaysia Menu that is supposedly to be affordable and desirable for all Malaysians. However, to date, no studies were found to have examined whether Malaysians are satisfied with the quality of food related to the 1Malaysia Menu.For that purpose, questionnaires have been distributed among students from Universiti Utara Malaysia to see about their perception about the quality of food from the 1Malaysia Menu.Results from the survey were examined to see whether there is any relationship between the six food quality attributes and the customers‘ satisfaction about the 1Malaysia Menu.