Cover Image

Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants

Fast food restaurants play a significant role in contemporary dining culture, offering convenience and quick service to customers. Understanding the factors that contribute to customer satisfaction and happiness within this sector is crucial for both businesses and researchers. Customer satisfaction...

Full description

Saved in:
Bibliographic Details
Main Authors: Thien, Nancy Swee Yen, Latip, Malisah
Format: Article
Language:English
Published: USIM Press 2024
Online Access:http://psasir.upm.edu.my/id/eprint/115055/1/115055.pdf
http://psasir.upm.edu.my/id/eprint/115055/
https://sainsinsani.usim.edu.my/index.php/sainsinsani/article/view/644
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.115055
record_format eprints
spelling my.upm.eprints.1150552025-02-18T07:43:01Z http://psasir.upm.edu.my/id/eprint/115055/ Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants Thien, Nancy Swee Yen Latip, Malisah Fast food restaurants play a significant role in contemporary dining culture, offering convenience and quick service to customers. Understanding the factors that contribute to customer satisfaction and happiness within this sector is crucial for both businesses and researchers. Customer satisfaction in fast food restaurants is often influenced by various factors such as perceived price, service quality, food quality, and the physical environment of the premises. This study investigated the determinants of customer satisfaction and happiness towards fast food restaurants in Sarawak, Malaysia. Data from 414 respondents aged 18 and above were analysed using SPSS through Spearman’s correlation and simple linear regression analysis. The findings showed that all variables, perceived price, service quality, food quality, and physical environment quality had significant correlations with customer satisfaction. Customer satisfaction was also found to influence customer happiness positively. The results of this study show that the best method to increase customer satisfaction is to offer a fair price and improve the quality of the service, food, and physical environment of the premises. All these factors consequently affect customer happiness with fast food restaurants. These findings provide valuable insights into customer perceptions and behaviour in the fast-food sector in Sarawak. Identifying key determinants of satisfaction and happiness offers the basis for strategic decision-making and service improvement initiatives to optimize the dining experience for consumers. USIM Press 2024-11-30 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/115055/1/115055.pdf Thien, Nancy Swee Yen and Latip, Malisah (2024) Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants. Jurnal Sains Insani, 9 (2). pp. 440-454. ISSN 0127-7871 https://sainsinsani.usim.edu.my/index.php/sainsinsani/article/view/644 10.33102/sainsinsani.vol9no2.644
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/
language English
description Fast food restaurants play a significant role in contemporary dining culture, offering convenience and quick service to customers. Understanding the factors that contribute to customer satisfaction and happiness within this sector is crucial for both businesses and researchers. Customer satisfaction in fast food restaurants is often influenced by various factors such as perceived price, service quality, food quality, and the physical environment of the premises. This study investigated the determinants of customer satisfaction and happiness towards fast food restaurants in Sarawak, Malaysia. Data from 414 respondents aged 18 and above were analysed using SPSS through Spearman’s correlation and simple linear regression analysis. The findings showed that all variables, perceived price, service quality, food quality, and physical environment quality had significant correlations with customer satisfaction. Customer satisfaction was also found to influence customer happiness positively. The results of this study show that the best method to increase customer satisfaction is to offer a fair price and improve the quality of the service, food, and physical environment of the premises. All these factors consequently affect customer happiness with fast food restaurants. These findings provide valuable insights into customer perceptions and behaviour in the fast-food sector in Sarawak. Identifying key determinants of satisfaction and happiness offers the basis for strategic decision-making and service improvement initiatives to optimize the dining experience for consumers.
format Article
author Thien, Nancy Swee Yen
Latip, Malisah
spellingShingle Thien, Nancy Swee Yen
Latip, Malisah
Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
author_facet Thien, Nancy Swee Yen
Latip, Malisah
author_sort Thien, Nancy Swee Yen
title Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
title_short Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
title_full Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
title_fullStr Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
title_full_unstemmed Are customers happy? a study of satisfaction in Sarawak’s fast-food restaurants
title_sort are customers happy? a study of satisfaction in sarawak’s fast-food restaurants
publisher USIM Press
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/115055/1/115055.pdf
http://psasir.upm.edu.my/id/eprint/115055/
https://sainsinsani.usim.edu.my/index.php/sainsinsani/article/view/644
_version_ 1825162423250714624
score 13.239859

Similar Items