REVISIT INTENTION AT INDIAN MUSLIM (MAMAK) RESTAURANTS IN MALAYSIA: A PROPOSED STUDY USING THE THEORY OF PLANNED BEHAVIOR

Abstract

The Indian Muslim (Mamak) restaurant industry is a vital part of Malaysia’s multicultural food landscape, offering accessible dining and functioning as cultural and social hubs. Despite their popularity, limited research exists on the factors influencing customers’ intention to revisit these establishments. This study aims to address that gap by applying the Theory of Planned Behavior (TPB) alongside foodservice-specific variables to explore the determinants of revisit intention to Mamak restaurants in Malaysia. The objectives are to examine key factors influencing revisit intention, identify the most significant variable(s), and determine whether customer satisfaction mediates the relationship between independent variables and revisit intention. Variables under investigation include food quality, perceived price, electronic word-of-mouth (eWOM), product variety, restaurant atmosphere, and customer satisfaction. These will be aligned with the TPB components: attitude, subjective norms, and perceived behavioral control. The study will use a quantitative research approach, collecting data via structured questionnaires from customers in three Malaysian regions: Northern (Kedah and Penang), Central (Klang Valley and Negeri Sembilan), and Southern (Johor). Findings are expected to enhance the theoretical scope of TPB by incorporating culturally relevant variables within the ethnic restaurant context. Furthermore, the study aims to provide practical insights into customer retention strategies, service quality improvement, and a deeper understanding of consumer behavior in Malaysia’s Mamak restaurant scene.