CUSTOMER PERCEPTION AND SATISFACTION ON FOOD SERVICE TECHNOLOGY SERVICE QUALITY IN RESTAURANT OPERATIONS

Abstract

The primary objective of this research is to investigate the customer perception and satisfaction regarding the service quality of food service technology (FST) in restaurant operations. This study focuses on the customers’ perception on the various types of food service technology used in restaurant operations and how these perceptions will influence customer satisfaction. The variables examined are feature, functionality, security and performance. A total of 345 data samples were collected using the convenient sampling approach through online survey forms distributed via WhatsApp, Instagram and Xiao Hong Shu. The data were analysed by using SPSS to generate relevant information, with statistical techniques including Pearson’s Correlation, Linear Regression and others. The findings indicate that all the variables have a significant relationship with customer perception of food service technology. Performance demonstrated the highest significant value, followed by feature. Consequently, this study provides a framework and can be used as an outline for food and beverage and service-related industries to appropriately implement relevant strategies to enhance customers satisfaction on food service technology service quality. The limitations and future studies are discussed as follows: Since the data samples were obtained primarily from the Klang Valley, the results may be limited to this specific location. Therefore, geographical variances may produce different outcomes, limiting the applicability of these findings to the entire nation of Malaysia. Future research should investigate both the positive and negative impacts of FST on customer perception to further comprehend its use in restaurant businesses. Additionally, investigating the relationship between customer satisfaction with FST and intentions to revisit could provide insights into how FST implementations influence customer loyalty.