Assessment of Consumer Perception in Kota Bharu, Kelantan towards Restaurant Hygiene

Rapid urbanization coupled with busy lifestyle and advancement in technology have greatly changed the way of life of many people. This has caused millions of people
away from their homes everyday either by necessity or by choice makes them consumed food at the restaurant and catering business. Consumers become more concern about
restaurant hygiene due to the dreadful food borne illness. The main aim of this study was to identify the factors affecting consumer perception on restaurant hygiene. This
study used survey method. Questionnaire had been distributed to 384 respondents. This study was carried out within Kota Bharu, Kelantan and the respondent was sampled
using convenience sampling method. The reliability of questionnaire was checked using Cronbach’s Alpha test. Results showed that the Cronbach’s Alpha value was acceptable. Data had been analysed using SPSS software. Descriptive stastistical tests were used to analyse the socio-demographic profile of respondents and general perceptions of restaurant hygiene. Next, exploratory factor analysis revealed six underlying factors for the restaurant hygiene items which were ‘functional clues’, ‘humanic clues’, ‘mechanic clues’, ‘interior of restaurant’, ‘restroom personal hygiene’, and ‘food outlook’. The three most important factors found were ‘functional clues’, ‘humanic clues’, and ‘mechanic clues’. Here, functional refers to the technical quality of the food and service. Humanic emphasised on the performance, behaviour, and appearance of the employees, while mechanic dealed with the ambience and other design and technical elements. Understanding on hygiene factor that triggered the consumer to perceive when evaluating the restaurant hygiene can be beneficial to food marketers who can use the information to increase their restaurant’s quality and to satisfy their consumers.