Taylor's FSLM Journals
Factors Influencing Millennials’ Satisfaction of Café Restaurants in Kuala Lumpur, Malaysia

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Murugan Krisnamoorthy & Kandappan Balasubramanian 


In this globalized competitive environment, organizations must be more proactive in providing customer satisfaction and provide their customers with the “Wow” factor keeping in mind the organization’s objective and end goal to achieve a competitive edge. In the present time, ‘Customer Satisfaction’ or ‘Customer Experience’ is viewed as the key differentiator. Millennials make up the majority of customer volume in the food industry due to their eating habits and life style. Millennials are neophile where they are bold in attempting new food and restaurant service, at the same time looking for product and facilities that can satisfy their needs. The purpose of this research paper is to identify factors that influence millennials’ satisfaction of the café restaurants. This study will assist café operators to enhance product and service quality by focusing and addressing the factors identified. Organizations can recognize their own qualities and shortcomings as compared to their competitors in the field. It would also assist them in winning back their lost customers and identify new opportunities for service quality improvement. Quantitative method is being applied in this research paper and target respondents are millennials aged between 22 to 37 years old. 200 questionnaires were being circulated randomly among millennials and 200 were collected. 

Keywords: Customer satisfaction, service quality, millennials, café