The Impact of Food Quality Dimensions on Generation-Z Satisfaction in Chinese Restaurant in TAR UMT and Kuala Lumpur : A Quantitative Analysis

Wong, Xu Rong and Bay, Yi Xuan and Low, Jia Ying and A. Thanapalan, Dhashinnar (2026) The Impact of Food Quality Dimensions on Generation-Z Satisfaction in Chinese Restaurant in TAR UMT and Kuala Lumpur : A Quantitative Analysis. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the impact of food quality dimensions on Generation Z's satisfaction with Chinese restaurants in Kuala Lumpur and the TARUMT using a quantitative research approach. The survey questionnaire in the form of a structured self-administered online survey was sent to 301 respondents who have previous experience in eating at Chinese restaurants and analyzed the data through SPSS. The relationships between the food quality, service quality, restaurant atmosphere, and customer satisfaction were studied using descriptive analysis, reliability analysis, correlation analysis, and regression analysis. The outcomes show that the overall satisfaction of Generation Z with the quality of the food served, service quality, and the atmosphere of a restaurant are largely positively related to their desire to come back. The results point to the relevance of developing food qualities, service quality, and restaurant ambiance to the expectation of the Generation Z and give viable insights to the restaurant owners to enhance the level of customer satisfaction.