Factors Influencing Customer Satisfaction at Fast Food Restaurant in Klang Valley, Malaysia

  • Mohd Aliff Abdul Majid
  • Amar Maarof Rojiei
  • Nursyafiqah Aina Mat Shafii
  • Nurul Najihah Abd Ghoni
  • Hafizah Hassan


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.


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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: 20 may 2024.
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