Factors Influencing Customers Patronizing Mamak Restaurants – A Survey in Shah Alam

Malaysia is one of the Asian countries with a multi ethnic population. Its population is made of major ethnic groups such as native Malays, Chinese and Indian besides other small ethnic groups. These groups have brought up a magnificent blend of culture in foods, traditions, and others that form a unique Malaysian identity. In foodservice industry, this uniqueness has vitalized the Malaysia economy. Today, the foodservice industry is one of the Malaysia major revenue. As a progressing nation, Malaysia is moving fast towards the trends in this industry especially in the restaurant business, the sub sector of the foodservice industry. The restaurant sector is one of the fastest growing sectors within the context of the Malaysia foodservice economy. Various scenes of restaurant business boost cities and towns throughout Malaysia. Panoramic views of restaurants ’ patrons are seen surfing their time from as basic as eating to dining, chatting, mingling around, watching people and up to discussing on serious matters. Here, restaurant is more than just a place to eat. One of the most popular ethnic based restaurants in Malaysia is mamak restaurant. Mamak restaurant is observed continue to flourish and expand over the period. Therefore, this paper seeks to explore the attributes that act as the influencing factors, which influence customers ’ decision to patronize mamak restaurants. 250 individuals from six (6) major areas in Shah Alam were identified and participated in the survey study. Results of this study show that business operation hour as the most influencing factor. This attribute is followed by location, socialize reasons, parking space, service