An analysis of restaurant patrons' experiences in Malaysia : a comprehensive hierarchical modelling approach

Abstract

Research into service quality and related constructs such as customer satisfaction, perceived value, image and behavioural intentions has increased in the last two decades. However, there is controversy about the conceptualisation and measurement of customers’ perceptions of these constructs in the services marketing literature. Additionally, most studies have neglected the comprehensive hierarchical modelling in full service restaurants, one of the most important types of restaurant. Consequently, this study is a comprehensive evaluation of restaurant patrons’ perceptions of the important constructs in moderate upscale restaurants in Malaysia. The constructs are examined using a hierarchical model following the suggestions of researchers in the service industry. Data were collected from the restaurant patrons of several moderate upscale restaurants in the Klang Valley area, Malaysia, during January to March, 2009. The sampling frame included Malaysian and foreign restaurant patrons who were 18 years and above. The research model was tested using exploratory factor analysis and structural equation modelling with a two-step approach employing the confirmatory factor analysis method. The statistical results and the structural model support 16 hypotheses and satisfy the four research objectives. The hierarchical modelling approach used in this study provides useful empirical evidence of the significance of service quality in the service marketing field. In addition, the results confirm that service quality is a multidimensional construct consisting of primary dimensions and subdimensions. At the same time, this research provides an analytical framework for understanding the effects of service quality on constructs such as customer satisfaction, perceived value, restaurant image and behavioural intentions. The results of this study contribute to service marketing theory by providing empirical evidence of the relationships between service quality, customer satisfaction, perceived value, restaurant image and behavioural intentions. The findings indicate that service quality, perceived value and restaurant image are important determinants of customer satisfaction in moderate upscale restaurants in Malaysia. Further, service quality, customer satisfaction and restaurant image are important determinants of behavioural intentions. In addition, service quality is an important determinant of perceived value as well as restaurant image.