Jul 29th, 4:30 PM - 5:30 PM


Food Image, Satisfation and Behaviorall Intentions: The case of Malaysia's Portugese Cuisine


Denver, Colorado USA


The primary purpose of this study was to investigate Malaysians’ perceived image, satisfaction, and behavioral intentions toward Malacca Portuguese cuisine. Self-administered questionnaire were distributed to customers who were dining at the Portuguese restaurant. A total of 187 respondents were participated in the study. The ‘quality’ and ‘variety and authenticity’ have been recognized as the essential images of Malaysia’s Portuguese cuisine. On the other hand, the respondents were satisfied with the ‘core value’ and ‘food choices’ of the Portuguese cuisine. Regression analyses showed that Portuguese food attribute satisfaction was significantly predicted overall satisfaction, and the overall satisfaction revealed significant relationship with behavioral intentions.