Consumers’ attitude towards “mamak” food in Malaysia

Abu Bakar, K. and Farinda, A.G. (2012) Consumers’ attitude towards “mamak” food in Malaysia. In: International Conference on Business and Economic Research, 12-13 March 2012, Bandung, Indonesia.

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Abstract

Malaysia is a unique country. There are various races and ethnics of people living together in harmony and as such there are many ethnic foods for example “Mamak” food. “Mamak” food is popular among Malaysian and can be found from roadside stalls to café or bistro concept restaurants. The objective of this study is to provide an insight into customers dining intention to “Mamak” restaurants measuring the service quality and food attributes. A questionnaire survey was administered in this study and result showed that only one of the factor of service quality that is assurance and one variable of food attributes that is aroma, have greater influence on customers dining intention. The findings in this study can be used by other concepts restaurants to develop a competitive advantage that will further promote Malaysia as an interesting and colorful gastronomic tourism destination in the world.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: “Mamak” restaurant, restaurant, dining intention, service quality, food attributes.
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Education
Depositing User: Mr. Mohd Samsul Ismail
Date Deposited: 22 Aug 2015 06:12
Last Modified: 22 Aug 2015 06:12
URI: http://eprints.um.edu.my/id/eprint/13972

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