The Effects of Restaurant Attributes on Revisit Intention:

The Mediating Role of Customer Satisfaction in Midscale Malay Restaurants

Authors

  • Nurul Adibah Norkhalid Universiti Teknologi MARA Cawangan Pulau Pinang
  • Sperico Michael Alden Kirap Universiti Teknologi MARA Cawangan Pulau Pinang
  • Tengku Muaz Tengku Bahizalsah Universiti Teknologi MARA Cawangan Pulau Pinang
  • Shahrool Rezza Salim Universiti Teknologi MARA Cawangan Pulau Pinang
  • Muhammad 'Arif Aizat Bashir Universiti Teknologi MARA Cawangan Pulau Pinang

Keywords:

food quality, service quality, restaurant atmospheric, customer satisfaction, revisit intention, midscale Malay restaurants

Abstract

Despite the rapid expansion of the Malaysian hospitality sector, an empirical research gap remains regarding the specific determinants of loyalty within the midscale Malay restaurant segment. This study addresses this gap by investigating the relationship between restaurant attributes—namely food quality, service quality, and atmosphere—and revisit intention, with a specific focus on the mediating mechanism of customer satisfaction. Grounded in the Theory of Planned Behaviour (TPB), the study adopts a quantitative research design and utilises simple linear regression analysis to examine data collected from 410 respondents in the Klang Valley. The findings indicate that while restaurant attributes significantly influence revisit intention, customer satisfaction serves as a critical mediator in this relationship. This research offers a theoretical contribution by clarifying the cognitive-to-affective-to-behavioural pathway in ethnic dining. Practically, it provides restaurant operators with a strategic roadmap for enhancing service standards and maximising customer retention in a saturated market.

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Published

2026-10-15

How to Cite

Norkhalid, N. A. ., Sperico Michael Alden Kirap, Tengku Bahizalsah, T. M. . ., Salim , S. R. ., & Muhammad ’Arif Aizat Bashir. (2026). The Effects of Restaurant Attributes on Revisit Intention: : The Mediating Role of Customer Satisfaction in Midscale Malay Restaurants. Gading Journal for the Social Sciences (e-ISSN 2600-7568), 29(2), 293–307. Retrieved from https://gadingssuitm.com/index.php/gadingss/article/view/889

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Vol. 29 No. 2 (2026): Gading Journal for the Social Sciences

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