Cover Image

Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic

COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, t...

Full description

Saved in:
Bibliographic Details
Main Authors: Ghazali, Hazrina, Zamzuri Anuar, Zarisha Azwa, Ismail, Nurul Ashikin
Format: Article
Published: Human Resource Management Academic Research Society 2022
Online Access:http://psasir.upm.edu.my/id/eprint/100864/
https://hrmars.com/index.php/IJAREMS/article/view/14933/Customers-Intention-to-Visit-Fast-Food-Restaurants-in-Malaysia-A-Lesson-Learned-from-Covid-19-Pandemic
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.100864
record_format eprints
spelling my.upm.eprints.1008642023-08-17T04:20:26Z http://psasir.upm.edu.my/id/eprint/100864/ Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic Ghazali, Hazrina Zamzuri Anuar, Zarisha Azwa Ismail, Nurul Ashikin COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, the service industry particularly, fast food restaurants, are hugely impacted. Before the outbreak of COVID-19, most consumers enjoyed going out and dine-in at a fast-food restaurant without feeling paranoid. The purpose of this study is to examine factors that influence consumers' intention to visit fast-food restaurants during COVID-19 pandemic. In this study, three independent variables were used: consumers' perceived risk, sales and promotion, and service quality. Online questionnaires were used as medium of data collection to customers of fast-food restaurants and after data screening, a total of 240 questionnaires were valid for further analysis. Data obtained was analyzed by using SPSS's latest version. The results of service quality (mean=3.76), sales promotion (mean=3.59) and perceived risk (mean=3.54) indicate a score leaning towards agreement level. Results showed that sales promotion (beta value: 0.256, sig-t: 0.000) is the most influential factor of consumers’ intention to visit a fast-food restaurant and followed by the perceived risk and service quality. Additionally, findings obtained from this study found that perceived risk, sales promotion and service quality have a significant relationship with intention to visit fast food restaurants during COVID-19 pandemic. It is expected that this study will help to assist the fast-food restaurant operators to focus on these three factors to take the necessary action to seek consumers' satisfaction and make them feel secure to dine in during this COVID-19 pandemic. Human Resource Management Academic Research Society 2022-09-13 Article PeerReviewed Ghazali, Hazrina and Zamzuri Anuar, Zarisha Azwa and Ismail, Nurul Ashikin (2022) Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic. International Journal of Academic Research in Economics and Management and Sciences, 11 (3). 509 - 526. ISSN 2226-3624 https://hrmars.com/index.php/IJAREMS/article/view/14933/Customers-Intention-to-Visit-Fast-Food-Restaurants-in-Malaysia-A-Lesson-Learned-from-Covid-19-Pandemic 10.6007/IJAREMS/v11-i3/14933
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, the service industry particularly, fast food restaurants, are hugely impacted. Before the outbreak of COVID-19, most consumers enjoyed going out and dine-in at a fast-food restaurant without feeling paranoid. The purpose of this study is to examine factors that influence consumers' intention to visit fast-food restaurants during COVID-19 pandemic. In this study, three independent variables were used: consumers' perceived risk, sales and promotion, and service quality. Online questionnaires were used as medium of data collection to customers of fast-food restaurants and after data screening, a total of 240 questionnaires were valid for further analysis. Data obtained was analyzed by using SPSS's latest version. The results of service quality (mean=3.76), sales promotion (mean=3.59) and perceived risk (mean=3.54) indicate a score leaning towards agreement level. Results showed that sales promotion (beta value: 0.256, sig-t: 0.000) is the most influential factor of consumers’ intention to visit a fast-food restaurant and followed by the perceived risk and service quality. Additionally, findings obtained from this study found that perceived risk, sales promotion and service quality have a significant relationship with intention to visit fast food restaurants during COVID-19 pandemic. It is expected that this study will help to assist the fast-food restaurant operators to focus on these three factors to take the necessary action to seek consumers' satisfaction and make them feel secure to dine in during this COVID-19 pandemic.
format Article
author Ghazali, Hazrina
Zamzuri Anuar, Zarisha Azwa
Ismail, Nurul Ashikin
spellingShingle Ghazali, Hazrina
Zamzuri Anuar, Zarisha Azwa
Ismail, Nurul Ashikin
Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
author_facet Ghazali, Hazrina
Zamzuri Anuar, Zarisha Azwa
Ismail, Nurul Ashikin
author_sort Ghazali, Hazrina
title Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
title_short Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
title_full Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
title_fullStr Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
title_full_unstemmed Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
title_sort customers' intention to visit fast food restaurants in malaysia: a lesson learned from covid-19 pandemic
publisher Human Resource Management Academic Research Society
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/100864/
https://hrmars.com/index.php/IJAREMS/article/view/14933/Customers-Intention-to-Visit-Fast-Food-Restaurants-in-Malaysia-A-Lesson-Learned-from-Covid-19-Pandemic
_version_ 1775624489717989376
score 13.211869

Similar Items