The Impact of Food Quality and Price Fairness on Re-Patronage Intentions at UiTM Hotel Restaurants

Abstract

This research delves into the intricate interplay between the quality of food and price fairness and explores how these elements impact customers' inclination to return to UiTM hotel restaurants at the Shah Alam (Selangor Branch), Permatang Pauh (Pulau Pinang Branch), and Dungun (Terengganu Branch) locations. By examining the connection between these factors, this study aims to distinguish the individual influence they have on the likelihood of customers revisiting these establishments. To achieve this, a quantitative methodology was employed, involving the distribution of survey questionnaires to a sample of 366 participants who were patrons of UiTM hotel restaurants. Analysis of the data was conducted using SPSS software, specifically through the application of multiple regression analysis. By analyzing the perceived quality of food and fairness of pricing, this study seeks to illuminate the connections that shape customers' decisions to return to UiTM hotel restaurants. Understanding these relationships is most important for both practitioners and researchers in the hospitality industry, providing insights that can inform strategies for enhancing customer satisfaction and loyalty. The findings contribute valuable knowledge, offering a comprehensive understanding of the factors that drive repatronage intentions in the context of UiTM hotel restaurant experiences. Finally, this exploration serves as a foundation for refining business practices and developing stable relationships between restaurants and customers.