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Tourist’s preference in selection of a restaurant: testing mediating role of service quality

Rahman, Muhammad Sabbir and Fadi Abdel Muniem Abdel , Fattah (2014) Tourist’s preference in selection of a restaurant: testing mediating role of service quality. In: Proceedings of the Tourism and Hospitality International Conference (THIC 2014); , 5-6 November 2014, Langkawi, Kedah. (Unpublished)

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Abstract

The aim of this research is to examine in what extent tourists’ preferences, and their satisfaction relates to their purchase intention from a restaurant. The study also considers the mediating role of service quality among the relationships. In order to test the hypothesized model, this study used a sample of 180 tourists’ who were visited in Malaysia. The instruments were developed through the measures adapted from previous scholarly works. In addition, structural equation modeling was applied to test the proposed model. The results show that the relationships among the variables are all significant except one. Moreover, the mediating effect of service quality in between tourists’ preference and purchase intention is partial. On the other hand, the role of service quality as mediator in between the relationship between tourists’ satisfaction and their purchase intention from a restaurant was full rather partial. This study offers valuable insights for restaurant managers to aware of and to deliver consistent and attractive services to their customers by considering their preference and satisfaction through appropriate service quality components. This research contributes to the literature on tourism marketing by examining their preferences and satisfaction in choosing a restaurant. Above all, this research also used service quality as a mediating variable in between the relationship among tourist’s preferences, satisfaction towards their intention to purchase from a restaurant which is scared in the tourism marketing literature under the Malaysian tourism industry context.

Item Type: Conference or Workshop Item (Full Paper)
Additional Information: 7112/39058. Note fr organiser "All of the papers for this conference will be published in our Proceeding of 2014 Tourism and Hospitality International Conference (ISBN:978-983-2078-83-8)" http://thic-uum.com/index.php/88-slideshow/83-call-for-papers
Uncontrolled Keywords: Tourists’ preference, satisfaction, service quality, restauran
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Languages and Management
Depositing User: Dr Muhammad Sabbir Rahman
Date Deposited: 02 Dec 2014 07:08
Last Modified: 13 Feb 2016 05:31
URI: http://irep.iium.edu.my/id/eprint/39058

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