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Customer Expectations.
Based on the mean analysis, it was found that the highest
expectations were related to the convenience and service factors. This may be due to the
busy lifestyle in urban areas. On the other hand, the restaurant’s image scored the lowest in
terms of customer expectation. However, this does not suggest that restaurateurs can ignore
the importance of image but at least fulfil the minimum expectation of customers.
Perceived Performance
. The respondents’ general perception towards the service quality
offered by the restaurant was between a mean score of 3.24 (Atmosphere factors) and 3.90
(Convenience factors). Further analysis by comparing the perceived performance and
expectation level revealed that the perceived performance on all dimensions fell short of
their expectations, except for the convenience factor. This indicates that the service quality
offered did not meet their customers’ expectations on most aspects.
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