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Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality

Hasbullah, Siti Aminah and Amin, Umme Umaimah and Nordin, Norhafizi and Abd Razak, Nurul Asmida (2021) Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality. Journal of Event, Tourism and Hospitality Studies (JETH), 1. pp. 163-183. ISSN eISSN 2805-4423

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The high demand from customers for quality services and competitive environment in the fast food industry give rise to the need to improve customers’ satisfaction that will increase the restaurant’s revenue. The objective of this study is to investigate the factors effecting customers’ satisfaction in fast food restaurants namely the price, service quality, and food quality of fast food restaurants in Arau, Perlis. The fast food restaurants selected for this study are Marry Brown, KFC, Pizza Hut and Domino's Pizza. A quantitative method was applied using online questionnaire to collect data from customers. The respondents consisted of customers who had experienced purchasing at these fast food restaurants. The findings of the study revealed that there is a significant relationship between customers’ satisfaction and the price of the foods. However, the study indicated insignificant relationships between food quality, service quality of fast food businesses and customers’ satisfaction. For future studies, it is recommended that the study area is expanded to involve various samples of the population, for broader results. To obtain more precise and reliable results, a similar study considering other factors that influence customer satisfaction in fast food restaurants could be added as variables.

Item Type: Article
Uncontrolled Keywords: Customer Satisfaction, Fast Food Restaurant, Price, Food Quality, Service Quality
Subjects: H Social Sciences > HF Commerce
Divisions: School of Tourism, Hospitality and Event Management
Depositing User: Mrs Nurin Jazlina Hamid
Date Deposited: 26 Mar 2023 13:20
Last Modified: 26 Mar 2023 13:20

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