Measuring Customer Satisfaction in Mamak Restaurants Using SERVQUAL Model

Measuring Customer Satisfaction in Mamak Restaurants Using SERVQUAL Model

Mohd Yuhafidz Bin Mohd Yusof, Ahmad Fadlan Bin Mohd Tajuddin, Mohamad Harith Bin Annuar, Mohammad Saiful Adli Bin Mohammed Shobri, Abd Rahman Bin Abdullah

Faculty of Business, UNITAR University College Kuala Lumpur

DOI: https://dx.doi.org/10.47772/IJRISS.2025.906000146

Received: 08 May 2025; Accepted: 13 May 2025; Published: 03 July 2025

ABSTRACT

Customer satisfaction is an important part of the service industry, especially for 24-hour restaurants in Malaysia. This study focuses on Mamak restaurants, which are popular for their affordable food and casual dining atmosphere. As competition grows, it is important for these restaurants to meet customer expectations to keep them coming back. The study uses the SERVQUAL model, which measures service quality in five areas: tangibles, reliability, responsiveness, assurance, and empathy. A customer survey was conducted to see how these factors affect satisfaction. Results show that all five factors have a positive impact on customer satisfaction, with tangibles and reliability being the most important. The survey results were reliable, and further analysis showed that service quality explains about 52.1% of customer satisfaction. This means that other things, like food quality, price, and atmosphere, also influence how customers feel. The findings support the Expectancy-Disconfirmation Theory, which says satisfaction depends on whether customer expectations are met. Based on the results, the study suggests that Mamak restaurant owners should focus on cleanliness, staff training, quick service, and using technology. Future studies could look at other factors like food quality and how customer expectations vary by region. This research helps improve understanding of service quality in Malaysian Mamak restaurants and offers ideas for better customer service.

Keywords: Customer satisfaction, SERVQUAL, 24-hour restaurants, Service quality

INTRODUCTION

The emergence of 24-hour restaurants has become increasingly prominent in Malaysia, particularly in urban centers such as Kuala Lumpur, Penang, and Johor Bahru. Driven by lifestyle changes, the growth of the gig economy, and rising demand for convenient dining options, these establishments cater to a wide range of customers including night-shift workers, students, and travelers. The 24-hour dining sector comprises both international chains (e.g., McDonald’s, KFC, Domino’s) and local establishments, with Mamak restaurants playing a central cultural and social role by offering affordable Indian-Muslim cuisine in an informal setting.

While the sector continues to expand, 24-hour restaurants face several operational challenges. These include maintaining food and service quality, addressing hygiene and safety concerns, managing staff fatigue, and coping with irregular customer flow. These challenges necessitate strategic management and adaptation to ensure consistent customer satisfaction.

Given this context, the present study aims to explore the key determinants of customer satisfaction in Malaysia’s 24-hour restaurant sector. Focusing on service quality, food quality, pricing, ambiance, and operational efficiency, the research seeks to provide practical insights for restaurant operators aiming to enhance customer experience and sustain competitiveness in an evolving market.

Problem Statement

Service quality is a key determinant of customer satisfaction and loyalty in the food and beverage industry, particularly within Malaysia’s 24-hour Mamak restaurant sector. Despite their popularity and cultural significance, many Mamak restaurants face ongoing service quality issues, including slow service, unresponsive staff, order inaccuracies, and poor cleanliness which led to growing customer dissatisfaction and posed a threat to long-term loyalty [1]. These problems are often aggravated by high customer turnover, continuous operational hours, and insufficient staff training, resulting in service inconsistencies and employee fatigue [19]. A major contributor to these issues is the lack of structured performance management and training programs, which undermines staff efficiency and customer interaction quality [20]. Additionally, poor communication between front-line and kitchen staff frequently delays service, decreasing operational effectiveness and customer satisfaction. Additionally, long working hours and a lack of structured training often led to employee fatigue [2] and inconsistent customer service [8].

Hygiene and cleanliness also present significant concerns. Due to open-air settings and heavy foot traffic, many Mamak restaurants struggle to maintain sanitation standards, affecting customer perceptions of safety and quality particularly in the post-pandemic context [12][6]. Furthermore, evolving consumer expectations driven by digitalization have widened the gap between what customers expect and what Mamak restaurants deliver. The absence of digital tools such as self-ordering systems, mobile payments, and feedback platforms has placed these eateries at a disadvantage compared to modern fast-food and casual dining outlets [15][20].

Given these issues, this study aims to examine the impact of service quality on customer satisfaction in Mamak restaurants in Malaysia, using the SERVQUAL model [14], which assesses service quality across five key dimensions; tangibles, reliability, responsiveness, assurance, and empathy.

LITERATURE REVIEW, HYPOTHESES AND RESEARCH FRAMEWORK

The underpinning theories of this study are grounded in the Expectancy-Disconfirmation Theory (EDT) and the SERVQUAL model, both of which are pivotal in understanding customer satisfaction. According to EDT, satisfaction is influenced by the gap between customer expectations and actual service experiences, with positive disconfirmation leading to satisfaction and negative disconfirmation causing dissatisfaction [13]. This theory aligns with the SERVQUAL model, which evaluates service quality across five dimensions which are tangibles, reliability, responsiveness, assurance, and empathy. These dimensions, proposed by [14], are essential in assessing the service quality in Mamak restaurants, a sector where service quality significantly influences customer satisfaction and loyalty.

The SERVQUAL model provides a comprehensive framework that links service quality to customer satisfaction, emphasizing the physical environment (tangibles), consistent service delivery (reliability), quick responses (responsiveness), staff professionalism (assurance), and personalized care (empathy). While SERVQUAL is widely applicable, it has faced critiques, particularly regarding the measurement of customer expectations and its general applicability across industries. However, its relevance in sectors like food service is supported by empirical research, which shows a strong correlation between service quality and customer satisfaction.

Additionally, studies on customer satisfaction highlight its significance as both a determinant of customer loyalty and a predictor of future patronage. Research by [19] and others underscores that improvements in service quality across the SERVQUAL dimensions can enhance satisfaction and, in turn, strengthen customer loyalty. The conceptual framework for this study thus integrates these theoretical perspectives to explore how Mamak restaurants can enhance customer satisfaction by focusing on these five key dimensions of service quality.

The dependent variable, customer satisfaction, is defined as the emotional response shaped by customers’ perceptions of service performance. In contrast, the independent variables are the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Each of these dimensions plays a critical role in influencing customer satisfaction. Tangibles, such as cleanliness and staff appearance, set the initial impression, while reliability ensures the consistency of service delivery. Responsiveness reflects the ability to address customer needs promptly, assurance instills confidence through staff professionalism, and empathy enhances customer experience by offering personalized service. Together, these dimensions offer a holistic approach to evaluating service quality and customer satisfaction in Mamak restaurants.

The hypotheses for this study are formulated based on the conceptual framework that posits a direct relationship between the five dimensions of service quality and customer satisfaction in Mamak restaurants. Each hypothesis aims to explore how improvements in these specific service quality dimensions will positively influence customer satisfaction.

Tangibles and Customer Satisfaction

This hypothesis suggests that the physical aspects of the restaurant, such as cleanliness, decor, and seating arrangements, significantly impact customer satisfaction. Research indicates that the physical environment plays a crucial role in shaping customers’ first impressions and overall satisfaction [3]. It is anticipated that higher-quality tangibles will result in higher customer satisfaction, as a well-maintained and aesthetically pleasing environment enhances customers’ dining experience.

Reliability and Customer Satisfaction

Reliability refers to the consistency with which a restaurant delivers services, such as accurate orders and timely delivery. This hypothesis posits that the more reliable a restaurant is, the higher the customer satisfaction. Consistent service delivery is foundational to building customer trust and satisfaction [9]. If customers can rely on Mamak restaurants to consistently meet their expectations, their overall satisfaction will increase.

Responsiveness and Customer Satisfaction

Responsiveness, defined as the ability to promptly address customer needs and complaints, is central to this hypothesis. In the fast-paced environment of Mamak restaurants, timely service is critical for customer satisfaction. Studies support the notion that responsive service enhances customer experience, as customers appreciate quick attention and assistance [19]. Therefore, improving responsiveness is expected to increase customer satisfaction in Mamak restaurants.

Assurance and Customer Satisfaction

Assurance refers to the competence, courtesy, and confidence exhibited by restaurant staff. This hypothesis suggests that when staff demonstrate professionalism and expertise, customers feel more secure and valued, thus improving their satisfaction. Previous research in the hospitality industry emphasizes that knowledgeable and courteous staff are crucial for fostering customer trust and satisfaction [14]. In Mamak restaurants, assurance is likely to enhance customer satisfaction by instilling confidence in customers.

Empathy and Customer Satisfaction

Empathy involves understanding and addressing individual customer needs with personalized service. This hypothesis asserts that empathetic service will lead to higher customer satisfaction. Research has shown that personalized attention and a caring approach significantly contribute to customer satisfaction and loyalty [3]. In Mamak restaurants, when staff provide individualized care, customers are more likely to feel appreciated, which enhances their overall dining experience.

RESEARCH METHODOLOGY

This study uses a quantitative, correlational design to look at how five service quality relate to customer satisfaction in Mamak restaurants. A quantitative approach is best because it allows for precise measurements using surveys, helping us understand how these factors are connected [4]. The study will use a survey where participants rate their views on service quality and overall satisfaction with the restaurant. Data will be collected at one point in time from a wide range of respondents, making it an efficient method [19].

Sampling is important because it impacts the study’s results. This study will use convenience sampling, meaning participants are selected based on their availability and willingness to take part [12]. The target group will be customers who have recently eaten at Mamak restaurants. To get a variety of responses, we will include people of different ages, genders, income levels, and backgrounds. Data will be collected at various times of the day and on both weekdays and weekends. We aim to collect responses from 300 people to ensure that the analysis is accurate [5]. Customers from different Mamak restaurant chains and locations will be included to make the sample more representative. Although convenience sampling has limitations, the study will report the participants’ demographics and analyze the data by group where needed.

Data will be collected using structured questionnaires given to customers in Mamak restaurants. The surveys will be handed out in several restaurants in Kuala Lumpur, with permission from the restaurant managers. Trained assistants will approach customers after they finish their meals and ask if they want to participate. This ensures the respondents have recent experience with the restaurant’s service. The questionnaire will measure the five service quality factors and overall satisfaction. Respondents will rate their agreement with statements about the service using a Likert scale. Customer satisfaction will be measured with a single question asking how satisfied they are with the service, rated from 1 to 5. A pretest with 30 people will be done to check the clarity of the questions [4].

The survey will have two parts. The first part will collect demographic information such as age, gender, income, and how often respondents visit Mamak restaurants. This will help understand how different customer characteristics affect their views on service quality and satisfaction (Parasuraman et al., 1988). The second part will focus on service quality and satisfaction. Respondents will rate their agreement with statements about the five service quality factors using a 5-point scale. For example, to measure tangibles, they might rate statements like “The restaurant is clean and well-maintained.” Satisfaction will be measured with one question asking how satisfied they are with the service on a scale from 1 to 5. This survey tool has been used in many studies and is reliable for measuring service quality in restaurants [14][19].

The data will be analyzed using reliability testing, correlation analysis, and hypothesis testing. Reliability ensures that the survey results are consistent. Correlation analysis will help measure how strongly service quality factors relate to customer satisfaction. A positive correlation means that as one factor increases, the other also tends to increase. Hypothesis testing will check the predictions about how the service quality factors impact customer satisfaction. We will use statistical tests like t-tests, ANOVA, or regression analysis to analyze the data, helping to draw valid conclusions about customer satisfaction and service quality in Mamak restaurants.

RESULT AND FINDINGS OF THE STUDY

The demographic analysis of Mamak restaurant customers reveals a diverse customer base, with a notable concentration in the middle-aged group. The largest proportion of respondents falls within the 35-44 age (25.5%), followed by those in the 25-34 (20.5%) and 45-54 (19%) age groups. The 18-24 and 55 and above age groups each account for 17.5% of the sample, indicating that Mamak restaurants attract a wide range of age demographics, particularly working adults who frequent these establishments for both social and practical dining purposes.

Regarding gender, the data shows a slight male predominance, with 57% of respondents identifying as male and 43% as female. This suggests that while Mamak restaurants are more frequented by men, there is also significant female patronage. The relatively high proportion of female respondents underscores the broad appeal of these establishments, likely due to factors such as affordability, accessibility, and diverse food offerings.

In terms of visit frequency, most respondents reported visiting Mamak restaurants on an occasional basis, with 27.5% visiting monthly and 26.5% rarely. A smaller proportion (25.5%) visits weekly, while 20.5% visit daily. This suggests that Mamak restaurants are primarily viewed as convenient and affordable dining options rather than regular dining destinations. The patterns of weekly and monthly visits imply that customers often use these restaurants as social gathering spots or budget-friendly alternatives to more expensive dining options.

The analysis of the primary reasons for visiting Mamak restaurants further highlights the social and affordable nature of these establishments. The most commonly cited reasons were “Other” (23%), likely encompassing factors such as variety, ambiance, or location, followed by socializing (21.5%), price (21%), convenience (18.5%), and food quality (16%). These results indicate that while food quality and convenience are valued, affordability and social interactions are the primary motivators for patronage.

Table 4.1: Demographic Analysis of Mamak Restaurant Customers

Reliability Test

The reliability values for the SERVQUAL dimensions show that the measurement tool used in this study is consistent and dependable. These values, based on Cronbach’s Alpha, are generally considered good, as a value above 0.70 is acceptable in social science research. The Assurance (0.83) and Reliability (0.81) dimensions are particularly strong, showing that the questions about staff competence and reliable service are very consistent. Tangibles (0.77), Responsiveness (0.75), and Empathy (0.79) also show good reliability, meaning the questions about physical facilities, service speed, and personalized attention are reliable.

Table 4.2: Reliability Statistics

Hypotheses Testing

The study reveals strong positive correlations between several variables, with the highest correlation observed between Customer Satisfaction and Tangibles (r = 0.656), indicating that as customer satisfaction increases, the tangibles dimension also improves. Similarly, Tangibles and Reliability (r = 0.636) and Customer Satisfaction and Reliability (r = 0.630) show strong positive correlations, suggesting these variables are closely related. Moderate positive correlations were also found between Customer Satisfaction and Responsiveness (r = 0.472), Tangibles and Assurance (r = 0.473), and Empathy and Responsiveness (r = 0.459), indicating meaningful associations but weaker relationships. All correlations were statistically significant (p = 0.000), confirming their reliability. The strong correlations, especially between Customer Satisfaction, Tangibles, and Reliability, suggest that some dimensions may overlap, warranting further exploration, such as through factor analysis, to ensure the constructs measured are distinct.

Table 4.3: Hypothesis Testing

DISCUSSION

This study aimed to evaluate how various dimensions of service quality (tangibles, reliability, responsiveness, assurance, and empathy) affect customer satisfaction in Mamak restaurants in Malaysia, using the SERVQUAL model. The findings demonstrate that all five dimensions have a significant positive influence on customer satisfaction, validating the applicability of the SERVQUAL framework in the context of Mamak restaurants. Among these dimensions, tangibles (r = 0.656) and reliability (r = 0.630) exhibited the strongest correlations with customer satisfaction, emphasizing the importance of the restaurant’s physical environment and the consistency of service provided. These results align with the work of [3], who highlighted the role of cleanliness, aesthetics, and the physical presentation of the restaurant in shaping customer satisfaction. The high Cronbach’s Alpha values (ranging from 0.75 to 0.83) suggest that the survey instrument used in this study is reliable, and the strong relationship between customer satisfaction and assurance (0.83) underscores the importance of staff professionalism and courtesy in fostering trust. While responsiveness (r = 0.472) showed a lower correlation, it still had a meaningful influence on satisfaction, particularly in fast-paced environments like Mamak restaurants. The multiple regression analysis revealed that the SERVQUAL model explains 52.1% of the variance in customer satisfaction (Adjusted R² = 0.515), indicating that while service quality is a significant factor, other elements, such as food quality, price, and ambiance, also contribute to customer satisfaction. These findings suggest that future research could explore these additional variables to gain a more comprehensive understanding of the factors that shape customer satisfaction in informal dining settings.

The results of this study also support Expectancy-Disconfirmation Theory [13], which posits that satisfaction arises when service performance meets or exceeds customer expectations. In the case of Mamak restaurants, where customer expectations are influenced by affordability, speed, and cultural familiarity, exceeding expectations in tangible service delivery and consistent reliability fosters customer loyalty and positive word-of-mouth. This study contributes to the growing body of research on service quality, demonstrating the utility of the SERVQUAL model in assessing customer satisfaction in a culturally rich and informal dining context, like Mamak restaurants, which hold significant cultural and economic roles in Malaysia.

In conclusion, this study confirms that service quality, as measured by the SERVQUAL dimensions, significantly impacts customer satisfaction in Mamak restaurants in Malaysia. The empirical findings reveal that tangibles and reliability are the most influential dimensions, underscoring the importance of cleanliness, the physical condition of the restaurant, and the consistency of service in shaping customer satisfaction. Additionally, assurance and empathy play a crucial role in enhancing the service experience, with professional staff and personalized attention contributing to customer loyalty. Although responsiveness had a slightly lower impact, it remains an important factor, particularly during peak hours when prompt service is highly valued. This research adds to the literature on service quality by demonstrating the effectiveness of SERVQUAL in measuring customer perceptions in informal dining contexts, such as Mamak restaurants. It also provides valuable insights into how Malaysian customers evaluate service delivery, offering a foundation for future research that could explore additional factors, such as food quality, digital services, and post-pandemic hygiene practices, to further understand the drivers of customer satisfaction in the restaurant industry.

While this study provides valuable insights, future research can expand on these findings by exploring additional factors that may influence customer satisfaction in Mamak restaurants. Future studies could incorporate variables such as food quality, price fairness, ambiance, and digital service integration, which were not included in this study but are likely to have a significant impact on customer satisfaction. Integrating these factors could enhance the explanatory power of the SERVQUAL model and provide a more holistic understanding of customer experiences in the restaurant industry. Another area for future research could involve employing a longitudinal design to track changes in customer satisfaction over time, especially in response to operational changes or external factors like economic shifts or public health concerns. This would provide insights into customer loyalty, service consistency, and long-term business sustainability. Additionally, qualitative methods such as in-depth interviews or focus groups could capture more nuanced customer experiences, particularly regarding cultural and emotional aspects of dining at Mamak restaurants. Expanding the geographical scope of the study to include suburban and rural areas would also offer a broader perspective on service quality perceptions across different demographic groups. Finally, future research could examine employee perspectives on service quality delivery, training needs, and operational challenges, which would complement customer assessments and lead to more effective service improvement strategies. By addressing these areas, future research can build on the foundation established by this study and contribute to the continuous development of customer-focused service models in Malaysia’s food service industry.

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