Factors Affecting Customer Satisfaction of Thai Restaurants in Malaysia

Main Article Content

Parichard Benrit


         Thai food not only gains popularity among Thais but also foreigners. In Malaysia, a number of Thai restaurants enhance the reputation of Thai cuisine, making it one of the favorite dishes of Malaysian people. Due to the intense competition in culinary business, restaurant operators have to take heed of customers’ satisfaction, an indicator of efficiency as well as prosperity of their business. This study examined factors affecting customer satisfaction of Thai restaurants in Malaysia. These factors included food quality, services quality, perceived value and physical environment. A questionnaire was used to collect data from 313 customers at Thai restaurants. A descriptive statistical analysis and multiple regression analysis were then conducted. Results showed a high level of satisfaction of the Malaysian customers and a significant impact of the four factors on their satisfaction. This research concluded with further discussion findings and practical implications of the study as well as future research ideas.

Article Details

How to Cite
Benrit, P. (2016). Factors Affecting Customer Satisfaction of Thai Restaurants in Malaysia. Journal of Cultural Approach, 17(32), 59–72. Retrieved from https://so02.tci-thaijo.org/index.php/cultural_approach/article/view/72395
Research Article


[1] Bunmak, Suttiporn. (2013). Tom Yam Restaurants : An Ethnic Interplay in a Malaysian Context. Kasetsart Journal : Social Sciences, 34 (3), 525 – 533.

[2] Bunnag, Apinut. (2014). The Factors Affecting on the Southern Local Food Consumption of Thai Tourists. Cultural Approach Journal, 15(28).

[3] Canny, I. U. (2013). The Role of Food Quality, Service Quality, and Physical Environment on Customer Satisfaction and Future Behavioral Intentions in Casual Dining Restaurant. Konferensi Nasional Riset Manajemen VII, Palembang.

[4] Cheung, T. (2011). Your Pick: World’s 50 Best Foods. CNN Travel. from http://travel.cnn.com/explorations/eat/readers-choice-worlds-50-most-delicious-foods-012321/Retrieved May 25, 2016.

[5] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River: New Jersey: Prentice Hall.

[6] Heung, V. C., & Gu, T. (2012). Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, 31(4), 1167-1177.

[7] Johnson, M. D., Anderson, E. W., & Fornell, C. (1995). Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework. Journal of Consumer Research, 695-707.

[8] Kama, Abdulroha. (2013). Thai Restaurant Boom in Malaysia. Bangkok : Thansettakit news 7 - 10 April 2013, 33(2,833).

[9] Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese Restaurants in the US : What affects Customer Satisfaction and Behavioral Intentions? International Journal of Hospitality Management, 28(3), 338-348.

[10] Murray, D., & Howat, G. (2002). The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre. Sport Management Review, 5, 25-43.

[11] Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.

[12] Oliver, R., & Rust, R. (1994). Service Quality: Insights and Managerial Implication from the Frontier: New York: Sage Publications.

[13] Raza, M. A., Siddiquei, A. N., Awan, H. M., & Bukhari, K. (2012). Relationship between Service Quality, Perceived Value, Satisfaction and Revisit Intention in Hotel Industry. Interdisciplinary Journal of Contemporary Research in Business, 4(8).

[14] Ryu, K., & Han, H. (2010). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-casual Restaurants : Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310-329.

[15] Ryu, K., Lee, H.-R., & Kim, W. G. (2012). The Influence of the Quality of the Physical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and Behavioral Intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223.

[16] Zikmund, W.G., Babin, B.J., Carr, J.C. & Griffin, M. (2013). Business Research Methods (9th ed.). Canada : South-Western, Cengage Learning.