Travel Reference
In-Depth Information
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obtained posits that customers who experience
service delivery failures will still be satisfied if the
customers perceived some elements in the restau-
rant to be worth the visit. These perceived values
may include tasty foods, exquisite foods, cheaper
price, convenient location, and soothing environ-
ment. With this finding, the restaurant operators
should not therefore ignore or being ignorant of
perceived value, but highly conversant with it as
those elements could be used in retaining the cus-
tomers despite having a slight service failure and
slacking in service recovery.
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6 CONCLUSION
As this research is an initial investigation, future
research should replicate and extend the study to
other states in Malaysia or research settings with
wider and comprehensive sample across other res-
taurants. This will definitely extend the knowledge
in the restaurant industry, especially the ethnic res-
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