Core Values of Marrybrown

Undeniably, people nowadays are eating out more often. With years of dining experience, customer expectation of quality levels towards restaurant has gone up (Raajpoot, 2002). Besides, another study by Ryu et al. (2010) also shows customers are increasingly put a premium on saving time as well as better eating environment if compared to earlier days. These factors motivate restaurateur to put effort in design and provide a more comfort environment for customers.

Many studies indicated that making the atmosphere more pleasant and innovative is essential for a firm’s success (Reimer & Kuehn, 2005; Wakefield & Blodgett, 1996).

Cleanliness is a crucial elements needed to pay attention in restaurant industry. Restaurant cleanliness has been perceived as a key factor when customer evaluates the quality of dining area provided (Barber & Scarcelli, 2009; Liu et al., 2009). As at today competitive market, restaurateurs who ignore customers’ opinion or do not meet customers’ standards of quality will result in lack of customers support (Steven et al., 1995).

Understanding what customers consider when they evaluate a restaurant’s cleanliness can improve store quality easier due to obtain the useful information from prospective customers (Seung, 2012).

Marrybrown carries a unique concept which brings about a fun and exciting eat-out experience. Marrybrown’s menu is also tailored specifically for Malaysian tastes. As a successful local fast food restaurant, Marrybrown renders its warm and friendly service toward its customers.

Food quality can be an important element in the fast food restaurants but there is no consensus on the individual attributes that constitute food quality. Therefore, all the food attributes are lumped together in only one variable that is food quality (Sulek & Hensley, 2004).

According to Grunert (2005), the food quality attributes