Factors Influencing Consumers' Satisfaction Of Indian Muslim (Mamak) Restaurants In Malaysia

This study examines the attributes of Indian Muslim restaurant (Mamak restaurant) that influence Malaysian customers satisfaction. A total of 155 questionnaires were collected from customers of mamak restaurants in Klang Valley, Malaysia. The structural equation model that assessed the relationship between the proposed variables was tested using AMOS. The result shows that food quality, staff, price and environment are the four pivotal attributes which contribute to generating satisfied customers in mamak restaurants. Mamak restaurant owners should reasonably allocate their limited resources to restaurant attributes based on their contributions to customer satisfaction.