Determinant factors that influence customers’ experience in fast food restaurants in Sungai Petani, Kedah

Azila Jaini, and Nor Asma Ahmad, and Siti Zamanira Mat Zaib, (2015) Determinant factors that influence customers’ experience in fast food restaurants in Sungai Petani, Kedah. Journal of Entrepreneurship and Business, 3 (1). pp. 60-71. ISSN 2289-8298

Official URL: http://fkp.umk.edu.my/journal/download/5-v3.pdf

Abstract

This study investigates the relationship between total restaurant quality and customers’ experience in a local fast food restaurant. The objectives of this study are to determine the factors that lead to customers’ positive experience and to recognize the elements that encourage people to dine-in at a chosen fast food restaurant. The study was conducted quantitatively, in which the convenience sampling method was chosen to collect the data. 373 questionnaires were collected and the findings were analyzed using the Predictive Analytics Software (PASW). Four critical factors of total restaurant quality were tested and the findings of this study proved that there is a positive relationship between three factors (food quality, service quality, and perceived value) and customers’ experience. Perceived value is the main reason for people to dine-in at a chosen fast food restaurant. Overall, this study suggests that a fast food restaurant should focus on delivering services to the customers and simultaneously enhancing the other qualities in order to capture long-term relations with customers.

Item Type: Non-Indexed Article
Keywords: Fast Food Restaurant- Customers’ Experience- Perceived Value
Faculty: Faculty of Entrepreneurship and Business
Deposited By: En. Pahmi Abdullah
Date Deposited: 29 Dec 2015 15:56
Last Modified: 29 Dec 2015 15:56
URI: http://umkeprints.umk.edu.my/id/eprint/4975

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