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vice customer preference. The process begins by undertaking a literature search to ascertain previous work in the field, and delineating the number of conceptual variables to be investigated. Specifically, this involves in-depth searching of the literature to ascertain items for the dimension of customer preference. The literature review provided the basis for generating items for inclusion in the draft questionnaire. Stage two involved the development of a draft survey instrument. The draft questionnaire contained 12 questions related to different aspects of the dimension of foodservice customer preference, and the items were presented as statements on the questionnaire, with the same rating scale used throughout. The questions were measured on tow pointes yes or no. The draft questionnaire was piloted to 50 students from different ethnic backgrounds resulting in 12 completed questionnaires returned. The draft questionnaire was subsequently submitted to experts for feedback before being administered on a full-scale survey. The majority of them considered the draft questionnaire to be in line with the relevant issues of the study although some modifications were needed. Thus, only minor changes were made whereby several items were redrafted and reworded, and technical jargon rephrased to ensure clarity and simplicity. The target students of this study were defined as the foodservice customers. Data was collected from students of various ethnicities in Malaysia.

Research Findings and Analysis:
Conclusion:
From the results of study, it was shown that revitalization of the service quality has direct effect on customer loyalty, and indirect effect on customer value and satisfaction. There are two perspectives to explain the unpredicted findings. First, customers directly gain loyalty from the process of service revitalization. When they perceive higher service revitalization, they turn a loyal customer to specific service provider. Second, customers may expect to receive better services in the next transaction. When they expect better experience in the next transaction, they have higher satisfaction and higher loyalty. This study hypothesized that perceived value and customer satisfaction mediates the relationships among failure service quality, revitalization, perceived value, and customer loyalty. The results of data analysis indicated that the hypothesis was supported. In another words, failure service quality and recovery service quality influence behavioral intentions via perceived value and satisfaction.

Recommendations 建议
As for recommendation to maintain the food freshness, it is suggested that the food producer to improve the delivery of raw materials through JIT deliveries concept on hourly basis instead of daily basis. Through this system, the raw materials can be delivered more frequently and the freshness can be kept at the highest level possible. Another possible action that the food producer can take is to emulate the Vendor Managed Inventory system which is similar to that of the manufacturing sector practices but in a small scale. This can reduce the overall inventory cost which can be translated into cost saving that can be passed to the customer through reduction in the overall product price. To achieve food presentation quality, it is suggested that the cleanliness of the place and equipment to be given the highest priority. Cleaning should be done on a constant basis so that the f