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Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak

The rapid global expansion of the fast-food industry, predominantly driven by American multinational corporations, has significantly impacted consumer choices on a global scale. However, there is a lack of comprehensive research or insights into the unique factors that drive customer satisfaction an...

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Main Authors: Latip, Malisah, Nancy, Thien Swee Yen, Omar, Salmah
Format: Article
Published: Universiti Teknologi MARA 2023
Online Access:http://psasir.upm.edu.my/id/eprint/110118/
https://aej.uitm.edu.my/view-paper.php?paper=2023106540ead8afb38
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spelling my.upm.eprints.1101182024-09-05T07:17:25Z http://psasir.upm.edu.my/id/eprint/110118/ Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak Latip, Malisah Nancy, Thien Swee Yen Omar, Salmah The rapid global expansion of the fast-food industry, predominantly driven by American multinational corporations, has significantly impacted consumer choices on a global scale. However, there is a lack of comprehensive research or insights into the unique factors that drive customer satisfaction and happiness in the Sarawak fast food sector. This gap exists because the dynamics of customer preferences, behaviours, and expectations can vary significantly from one region to another, and it is essential to understand these local nuances to improve the fast food industry's performance. To address this gap, this research sets out to achieve several objectives: (1) to identify the key factors that significantly influence customer satisfaction within Sarawak's fast food industry, focusing on perceived price, food quality, service quality, and the physical environment; and (2) to investigate the relationship between customer satisfaction and happiness. This study will use convenience sampling to collect primary data from fast-food consumers in Sarawak, utilizing a comprehensible five-point Likert scale questionnaire adapted from previous studies. The data will be analysed by Pearson's correlation and single linear regression with the Statistical Package for the Social Sciences (SPSS). The expected findings of this study include identifying significant factors influencing customer satisfaction and understanding the relationship between customer satisfaction and happiness, thus addressing the critical research gap specific to Sarawak's fast food industry. Ultimately, this research aims to contribute to the growth and success of Sarawak's fast food industry by fostering higher levels of customer satisfaction, happiness and the cultivation of long-term customer relationships. Universiti Teknologi MARA 2023 Article PeerReviewed Latip, Malisah and Nancy, Thien Swee Yen and Omar, Salmah (2023) Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak. ASEAN Entrepreneurship Journal (AEJ), 9 (3). 43 - 54. ISSN 2289-2125; ESSN: 2637-0301 https://aej.uitm.edu.my/view-paper.php?paper=2023106540ead8afb38
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 The rapid global expansion of the fast-food industry, predominantly driven by American multinational corporations, has significantly impacted consumer choices on a global scale. However, there is a lack of comprehensive research or insights into the unique factors that drive customer satisfaction and happiness in the Sarawak fast food sector. This gap exists because the dynamics of customer preferences, behaviours, and expectations can vary significantly from one region to another, and it is essential to understand these local nuances to improve the fast food industry's performance. To address this gap, this research sets out to achieve several objectives: (1) to identify the key factors that significantly influence customer satisfaction within Sarawak's fast food industry, focusing on perceived price, food quality, service quality, and the physical environment; and (2) to investigate the relationship between customer satisfaction and happiness. This study will use convenience sampling to collect primary data from fast-food consumers in Sarawak, utilizing a comprehensible five-point Likert scale questionnaire adapted from previous studies. The data will be analysed by Pearson's correlation and single linear regression with the Statistical Package for the Social Sciences (SPSS). The expected findings of this study include identifying significant factors influencing customer satisfaction and understanding the relationship between customer satisfaction and happiness, thus addressing the critical research gap specific to Sarawak's fast food industry. Ultimately, this research aims to contribute to the growth and success of Sarawak's fast food industry by fostering higher levels of customer satisfaction, happiness and the cultivation of long-term customer relationships.
format Article
author Latip, Malisah
Nancy, Thien Swee Yen
Omar, Salmah
spellingShingle Latip, Malisah
Nancy, Thien Swee Yen
Omar, Salmah
Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
author_facet Latip, Malisah
Nancy, Thien Swee Yen
Omar, Salmah
author_sort Latip, Malisah
title Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
title_short Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
title_full Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
title_fullStr Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
title_full_unstemmed Navigating customer experience: Insights into fast food satisfaction and happiness in Sarawak
title_sort navigating customer experience: insights into fast food satisfaction and happiness in sarawak
publisher Universiti Teknologi MARA
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/110118/
https://aej.uitm.edu.my/view-paper.php?paper=2023106540ead8afb38
_version_ 1811686048657309696
score 13.239859

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