Malaysian restaurant industry is

due and
, which cause the increase in
eating out trend and sways consumers’ choice
on which types of restaurant to be visited.
This also
and
in Malaysia
Whitlark, Geurts and Swenson (1993)
as a associated with
as consumer who make a
and
.
Based on Ajzen and Fishbein (1980) multi-attribute
attitude model, suggest that a
towards restaurants food
are determined by food attributes that influence theirs
purchasing decisions
In the , customers’ level of
is strongly associated with
and
(Cho and Park, 2001).
Customer is defined as the degree to which
customer has
of a and
(Heelier, Geursan, Carr and Rickard, 2003)
The hypothesis of the study is that;

H: The , , and are

correlated with at traditional
restaurant and fast food restaurant, respectively.

Independent variables (Correlation) Dependant variables

Consumer Attitude

Consumer Satisfaction Purchase Intention

Consumer Loyalty

Figure 1 shows the hypothesized research model

 were conducted using
method and
restaurants in four cities in Malaysia

, the researchers and the enumerators

waited outside of the selected restaurant and choose one
customers out of every three who purchased their food and
meals
The result of these analyses indicated that consumer loyalty
was highly positively (r = .793) and highly significant (p = .001
level).
The correlation between consumers attitude and purchase
intention was positive and significant (r = .766) at p = .001
level.
The statistical analysis yield that r = .751 indicate at p = .001
level, show the positive and significant correlation between
consumer satisfaction and purchase intention.
The result of these analyses indicated that consumer loyalty of
fast food restaurant was highly positively (r = .789) and highly
significant (p = .001level).
the correlation between consumers attitude and purchase
intention waspositive and significant (r = .756) at p = .001 level
The statistical analysis yield that r =.325 indicate at p = .001
level, show the positive and significant correlation between
consumer satisfaction and purchase intention.
The finding revealed that the independent variables are
correlated with purchase intention at fast food
restaurant. Thus, the hypothesis is accepted
The results of the study confirmed with Bowen and Chen’s (2001)
study indicated that consumer loyalty was the most
significantly and positively variable that explaining the variance in
the purchase intention for both types of restaurant