Understanding Customer Satisfaction in Bandung Traditional Food Restaurant Industry


  • Iryani Putri Utami
  • Nurul Hermina
  • Muhammad Asyraf Hasim


The purpose of this paper is to examine the impact of the service quality on customer satisfaction in Bandung traditional food market and to indicate which factors have more important role in lashing customer satisfaction. Primary data in the form of 200 questionnaire responses were been collected from a variety of traditional food restaurants in the Bandung. Likert five-point rating scales were used to structure the questionnaire. Data were collected from the customers who visited the restaurant for first time. The results of the analysis indicate that responsiveness and assurance play the important role in lashing customer satisfaction in Bandung traditional food restaurant industry. This research incorporates unique and original insights in relation to the Bandung traditional food restaurants market. The findings of this research have contributed to a better understanding of the main factors that influence service quality and customer satisfaction in the traditional food restaurants.