Factors Influencing Customer Satisfaction at Fast Food Restaurant in Klang Valley, Malaysia
Abstract
This study aims to determine the influence of food quality, service quality and price sensitivity on customer satisfaction at fast food restaurant in Klang Valley, Malaysia. This study also examines the best factor of customer satisfaction. The researchers distributed online questionnaire to respondents and obtained 286 usable questionnaires. The data were analyzed using SPSS to generate relevant information, consisting Pearson correlation and linear multiple regression. It was found that all factors; food quality (r=.52), service quality (r=.60) and price sensitivity (r=.71) were positively related to customer satisfaction. The factors explain 57.9% of variance in customer satisfaction and service quality makes the largest unique contribution (Beta = .47), followed by price sensitivity (Beta = .27) and food quality (Beta = .17). The work contributes to existing knowledge on customer satisfaction at fast food restaurants by highlighting the importance of selected factors. Moreover, it provides guidelines and suggestions for fast food industry to improve customer satisfaction.
References
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Tan, Q., Oriade, A., & Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research (AHTR), 2(1), 30-53.
Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 2791-2808.
Uslu, A., & Eren, R. (2020). Critical review of service quality scales with a focus on customer satisfaction and loyalty in restaurants. Deturope-the Central European Journal of Regional Development and Tourism, 12(1), 64-84.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhong, Y., & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods, 9(4), 460.
Chamhuri, N., & Batt, P. J. (2015). Consumer perceptions of food quality in Malaysia. British Food Journal, 117(3), 1168-1187.
Dapkevičius, A., & Melnikas, B. (2009). Influence of price and quality to customer satisfaction: Neuromarketing approach. Mokslas: LietuvosAteitis, 1(3), 17-20.
Gabrow, R. Y. (2021). Evaluation of customer satisfaction and service quality using SERVQUAL model: The case of fast-food restaurants in Iraq. Periodicals of Engineering and Natural Sciences, 9(1), 336-345.
Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality: Concepts and models. International Journal of Quality & Reliability Management, 11(9), 43-66.
Gotlieb, J. B., Grewal, D., & Brown, S. W. (1994). Consumer satisfaction and perceived quality: complementary or divergent constructs?. Journal of Applied Psychology, 79(6), 875.
Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182-195.
Habib, F. Q., Abu Dardak, R., & Zakaria, S. (2011). Consumers’ preference and consumption towards fast food: Evidences from Malaysia. Business and Management Quarterly Review (BMQR), 2(1), 14-27.
Hanaysha, J. (2016). Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry. Journal of Asian Business Strategy, 6(2), 31-40
Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value: marketing mix dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International Journal of Contemporary Hospitality Management, 29(1), 551-570.
Homburg, C., & Stock, R. M. (2004). The link between salespeople’s job satisfaction and customer satisfaction in a business-to-business context: A dyadic analysis. Journal of the Academy of Marketing Science, 32(2), 144-158.
Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined effects of drivers and impact of customer satisfaction on brand loyalty: The contingent effect of social trust. SAGE Open, 11(1), 1-18.
Jin, N., Lee, S., & Huffman, L. (2012). Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation. Journal of Travel and Tourism Marketing, 29(6), 532-551.
Lefrid, M. (2021). Dining at gas stations: An analysis of nonconventional fast-food outlets from a consumer behavior perspective. British Food Journal. DOI: 10.1108/BFJ-01-2021-0070
McNeil, P., & Young, C. A. (2019). Customer satisfaction in gourmet food trucks: Exploring attributes and their relationship with customer satisfaction. Journal of Foodservice Business Research, 22(4), 326-350.
Mukaka, M. M. (2012). A guide to appropriate use of correlation coefficient in medical research. Malawi Medical Journal, 24(3), 69-71.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurant: its impact of customer satisfaction and behavioral intentions?. Journal of Hospitality and Tourism Research, 31(3), 387-410.
Namin, Aidin. (2017). Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.
Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality. British Food Journal, 120(6),1207-1222.
Qin, G., & Prybutok, V. R. (2008). Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, 15(2), 35–50.
Richardson, S., Lefrid, M., Jahani, S., Munyon, M. D., & Rasoolimanesh, S. M. (2019). Effect of dining experience on future intention in quick service restaurants. British Food Journal, 121(11), 2620-2636.
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Sahak, S. Z., Mohamad, A., Samad, M. A., & Faizul, A. M. A. (2018). Measuring service quality of fast food restaurant: what matters most to Malaysian Gen-Y consumers?. Malaysian Journal of Consumer and Family Economics, 21(1), 24-33.
Saneva, D., & Chortoseva, S. (2020). Service quality, customer satisfaction and customer loyalty: Testing a structural equation model. Calitatea, 21(179), 124-128.
Saxena, N., & Taneja, M. (2020). Youth preferences for fast food industry: a conjoint approach. International Journal of Public Sector Performance Management, 6(4), 456-466.
Singh, G., Slack, N., Sharma, S., Mudaliar, K., Narayan, S., Kaur, R., & Sharma, K. U. (2021a). Antecedents involved in developing fast-food restaurant customer loyalty. The TQM Journal. DOI: 10.1108/TQM-07-2020-0163
Singh, G., Slack, N. J., Sharma, S., Aiyub, A. S., & Ferraris, A. (2021b). Antecedents and consequences of fast-food restaurant customers' perception of price fairness. British Food Journal. DOI: 10.1108/BFJ-03-2021-0286
Tan, Q., Oriade, A., & Fallon, P. (2014). Service quality and customer satisfaction in Chinese fast food sector: A proposal for CFFRSERV. Advances in Hospitality and Tourism Research (AHTR), 2(1), 30-53.
Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 2791-2808.
Uslu, A., & Eren, R. (2020). Critical review of service quality scales with a focus on customer satisfaction and loyalty in restaurants. Deturope-the Central European Journal of Regional Development and Tourism, 12(1), 64-84.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhong, Y., & Moon, H. C. (2020). What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender. Foods, 9(4), 460.
Published
2021-11-01
How to Cite
ABDUL MAJID, Mohd Aliff et al.
Factors Influencing Customer Satisfaction at Fast Food Restaurant in Klang Valley, Malaysia.
International Journal of Advanced Research in Economics and Finance, [S.l.], v. 3, n. 3, p. 248-256, nov. 2021.
ISSN 2682-812X.
Available at: <https://myjms.mohe.gov.my/index.php/ijaref/article/view/16045>. Date accessed: 27 mar. 2025.
Section
English Section
