Consumer Attitudes Towards Chinese Restaurants

In this section, various literatures were reviewed and presented into a systematic literature review format. The primary purpose of conducting review of literature was to get acquainted with required theoretical and conceptual knowledge of the field of interest of the present study. The literature reviews are based on developed country and developing country.

2.1 Review of Literatures

Chen, Ma, Njite, and Qu (2011) published a journal entitled to “Western and Asian customers' perceptions towards Chinese restaurants in the United States”. The purpose of the study was to identify the determinant factors of customers’ satisfaction, the relationship between customers’ satisfaction and revisit intention and to examine the moderating effect of culture on these relationships. For study purpose 400 questionnaires were distributed and 328 completed questionnaires were returned. The study revealed that three aspects of Chinese restaurant service performance determine customers’ overall satisfaction,

The objective of the study was to investigate the consumer attitude towards western cuisines in Malaysia using the Italian cuisine as a base. Qualitative and quantitative methodologies were used to understand the attitude of Malaysian consumers in their perceptions of Western cuisine using the Italian cuisine based on the theory of consumer behavior. The result showed that high prices, doubts regarding authenticity, and Muslim concerns regarding pork dishes create uncertainty among Malaysian consumers. These negative perceptions could dampen growth in the Italian cuisine sector. The strength of the study was it used in-depth analysis of research literature together with a strategic environmental scan and structured interviews. The weakness was the research was based on limited observations, thus cannot be