Service Delay of Cook to Order Food: Assessing Customer Attitudes, Reactions and Implication to Gerai Choices and Intention to Re-Patronize

The wait for service is known as the time from which a customer is ready to receive the service until the time the service commences. Service delay beyond expected time affects customers dining mood, overall satisfaction, and closely related to complain behaviour and implicate their future re-visit intention. This study empirically investigates the attitudes and reaction of Malaysian customers toward service delay of cook to order food and the implication to their Gerai choices and re-patronization. Personally administered questionnaire was used and respondents who had experienced dining at Gerai were conveniently approached. Through a series of analyses from frequencies, descriptive to inferential statistics, some useful insights were obtained. Findings reconfirmed the previous investigations that service delay significantly contributes and positively influences to the prediction of the Gerai customers’ levels of reactions and intention to re-patronization.