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Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia

The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in...

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Main Authors: Jalal, Hanaysha, Haim, Hilman, Zahari, Abu Bakar, Lee, Khai Loon
Format: Book Section
Language:English
Published: IGI Global 2019
Subjects:
HD Industries. Land use. Labor
Online Access:http://umpir.ump.edu.my/id/eprint/26569/1/Determinants%20of%20Customers%E2%80%99%20Perceived%20Value%20in%20the%20Fast%20Food%20Industry1.pdf
http://umpir.ump.edu.my/id/eprint/26569/
https://doi.org/10.4018/978-1-5225-7095-0.ch015
https://doi.org/10.4018/978-1-5225-7095-0.ch015
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spelling my.ump.umpir.265692019-11-22T04:07:27Z http://umpir.ump.edu.my/id/eprint/26569/ Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia Jalal, Hanaysha Haim, Hilman Zahari, Abu Bakar Lee, Khai Loon HD Industries. Land use. Labor The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in the East Coast region of Malaysia. The returned questionnaires were analyzed by SPSS and structural equation modeling (PLS-SEM). Overall, the findings showed that the impact of food quality on perceived value is positive. The results also showed that the effect of customer service on perceived value is insignificant. The outcomes also proved that physical environment has a significant positive impact on perceived value. Finally, the findings indicated that price fairness has a positive effect on perceived value. These results enhance the understanding towards the significance of the selected factors in influencing customers' perceived value in the fast food industry. IGI Global 2019 Book Section PeerReviewed pdf en http://umpir.ump.edu.my/id/eprint/26569/1/Determinants%20of%20Customers%E2%80%99%20Perceived%20Value%20in%20the%20Fast%20Food%20Industry1.pdf Jalal, Hanaysha and Haim, Hilman and Zahari, Abu Bakar and Lee, Khai Loon (2019) Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia. In: Dynamic Perspectives on Globalization and Sustainable Business in Asia. IGI Global, p. 225. ISBN 9781522570950 https://doi.org/10.4018/978-1-5225-7095-0.ch015 https://doi.org/10.4018/978-1-5225-7095-0.ch015
institution Universiti Malaysia Pahang
building UMP Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Pahang
content_source UMP Institutional Repository
url_provider http://umpir.ump.edu.my/
language English
topic HD Industries. Land use. Labor
spellingShingle HD Industries. Land use. Labor
Jalal, Hanaysha
Haim, Hilman
Zahari, Abu Bakar
Lee, Khai Loon
Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
description The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in the East Coast region of Malaysia. The returned questionnaires were analyzed by SPSS and structural equation modeling (PLS-SEM). Overall, the findings showed that the impact of food quality on perceived value is positive. The results also showed that the effect of customer service on perceived value is insignificant. The outcomes also proved that physical environment has a significant positive impact on perceived value. Finally, the findings indicated that price fairness has a positive effect on perceived value. These results enhance the understanding towards the significance of the selected factors in influencing customers' perceived value in the fast food industry.
format Book Section
author Jalal, Hanaysha
Haim, Hilman
Zahari, Abu Bakar
Lee, Khai Loon
author_facet Jalal, Hanaysha
Haim, Hilman
Zahari, Abu Bakar
Lee, Khai Loon
author_sort Jalal, Hanaysha
title Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
title_short Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
title_full Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
title_fullStr Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
title_full_unstemmed Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
title_sort determinants of customers' perceived value in the fast food industry for global brands in malaysia
publisher IGI Global
publishDate 2019
url http://umpir.ump.edu.my/id/eprint/26569/1/Determinants%20of%20Customers%E2%80%99%20Perceived%20Value%20in%20the%20Fast%20Food%20Industry1.pdf
http://umpir.ump.edu.my/id/eprint/26569/
https://doi.org/10.4018/978-1-5225-7095-0.ch015
https://doi.org/10.4018/978-1-5225-7095-0.ch015
_version_ 1651866984500953088
score 13.211869

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