The quality of service is crucial for a restaurant's success. When customers are pleased with the services provided, they are more likely to return. Service quality appears to be a significant factor influencing customers' decisions to eat at a restaurant. Therefore, this paper primarily aims to determine which aspect of service quality is most important to customers. In this research, the authors employed a descriptive correlational research design, involving 300 students from private universities in Malaysia as participants. Convenience sampling was utilized to select the respondents. The findings reveal that customers generally have a positive perception of the service quality offered by fast food chains in Malaysia. Additionally, the results suggest that customer trust partially mediates the relationship between the dimensions of tangibility, assurance, responsiveness, and empathy. Service quality significantly contributes to customer satisfaction in the restaurant industry by enhancing the dining experience, building customer loyalty, and differentiating the brand in a competitive market. The findings of this study provide valuable insights for restaurant managers, particularly those operating fast food chains in Malaysia. Understanding that customers positively perceive service quality and that this perception is linked to customer satisfaction and trust highlights the need for continuous investment in service improvement.
Amoozegar et al. (Sat,) studied this question.