Customer behavioural intention: Influence of service delivery failures and perceived value in Malay restaurants

Service delivery failures can close down restaurants, if attention is not paid to the problem. In a restaurant, the customer experience process failure if the employee is distracted and outcome failure if the chosen menu item is not accessible. Knowing that failures will always happen, it is very important that the restaurant makes rations for recovery of these unfavorable occurrences. In spite of providing recovery in reaction of service delivery failures, customers' intention to re-patronize restaurants is also predisposed by the perceived value of the restaurant customers. If customers are satisfied with the service recovery, they may have intended to revisit or refer services to family and friends. This study seeks to investigate factors of service delivery failure, perceived values and customers' behavioural intention in Malay restaurants.