Malaysian Applied Biology Journal

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47_04_11

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Malays. Appl. Biol. (2018) 47(4): 95–106

 

PERCEIVED VALUE, CUSTOMERS’ SATISFACTION AND

BEHAVIOURAL INTENTION IN RELATION TO SEAFOOD

RESTAURANTS IN JOHOR BAHRU


RAHIJAN ABDUL WAHAB*, RADIN NURDIYANAH, FISAL AHMAD and

ZAINAL SHUKRI, W.H.


1School of Food Science and Technology, Universiti Malaysia Terengganu,

21030 Kuala Terengganu, Terengganu, Malaysia

*E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it


Accepted 12 September 2018, Published online 25 October 2018


ABSTRACT

Seafood restaurant is one of the principal draws for holidaymakers and local residents in Malaysia. This study focuses on the factors that affecting perceived values, customers’ satisfactions and behavioural intentions in a seafood restaurant in Johor Bahru. This research aimed to determine the level of perceived value, customers’ satisfactions and behavioural intentions towards seafood restaurant in Johor Bahru, to determine the relationship between perceived value, customers’ satisfaction and behavioural intentions of seafood restaurants, and to compare between demographic variables on perceived value customers’ satisfaction and behavioural intentions towards seafood. The data were collected through sets of questionnaire answered by 150 respondents who are dining in a seafood restaurant in Johor Bahru, Johor. The result showed that customers have positive perception in terms of perceived value where the ‘variety of foods’ factor received most positive value compared to price fairness. To customers’ satisfaction, ‘overall dining experience’ gives the most satisfaction for customers compared to ‘service satisfaction’, while in terms of behavioural intentions, customers will ‘spread more positive word of mouth about the restaurant which it score the highest positive value compared to recommend about the restaurant . All the variables in this study (perceived value, customer satisfaction and behavioural intention) were moderately correlated to each other at p<0.05. In addition, the results indicate that outcome of ‘overall satisfaction’ as the most primary element of satisfaction among customers to go to seafood restaurant.

Key words: Behavioural intentions, customers’ satisfaction, perceived value, seafood restaurant

 

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