Measuring Customer Satisfaction in Mamak Restaurants Using SERVQUAL Model

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.