ABSTRACT
Malaysia is popularly known as a food paradise as one can find any kind of food at any time of the day. Klang Valley is one placewhere one can eat not only local cuisine but also foreigndelicacies.These includeWestern, Asian as well as Middle Eastern specialties. However, western food appears to be sought after among most Malaysians in urban areas. As the restaurant industry is seen as a robust market, many restaurant proprietors strive to retain existing customers as well as to attract new ones. Hence it is crucial for restaurant proprietors to identify the perceptions of customers in order to stay in business.
