Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test
Determining the level of customer satisfaction in cleanliness regarding a product or service is a significant aspect of businesses. However, the availability of feedback tools for consumers to evaluate the cleanliness of a restaurant is a crucial issue as several aspects of cleanliness need to be ev...
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Public Library of Science
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/94108/ https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0256896 |
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my.upm.eprints.941082023-04-03T01:57:38Z http://psasir.upm.edu.my/id/eprint/94108/ Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test Lim, Sook Yee Harun, Ummilia Balqis Gobil, Abdul Rahman Mustafa, Noor Afiqah Zahid, Nur Azwanis Nordin, Syafinaz Amin Md. Ariffin, Umi Kalsom Tengku Jamaluddin,, Tengku Zetty Maztura Mohamed, Nurul Azmawati Mohd Zulkefli, Nor Afiah Shohaimi, Shamarina Determining the level of customer satisfaction in cleanliness regarding a product or service is a significant aspect of businesses. However, the availability of feedback tools for consumers to evaluate the cleanliness of a restaurant is a crucial issue as several aspects of cleanliness need to be evaluated collectively. To overcome this issue, this study designed a survey instrument based on the standard form used for grading the food premises and transformed it into a seven Likert scale questionnaire and consists of seven questions. This study employed fuzzy conjoint analysis to measure the level of satisfaction in cleanliness in food premises. This pilot study recruited 30 students in Universiti Teknologi MARA (UiTM) Seremban 3. The student’s perception was represented by the scores calculated based on their degree of similarities and corresponding levels of satisfaction, whereby, only scores with the highest degree of similarity were selected. Furthermore, this study identified the aspects of hygiene that assessed based on the customers’ satisfaction upon visiting the premises. The results indicated that the fuzzy conjoint analysis produced a similar outcome as the statistical mean, thus, was useful for the evaluation of customer satisfaction on the cleanliness of food premises. Public Library of Science 2021-09-01 Article PeerReviewed Lim, Sook Yee and Harun, Ummilia Balqis and Gobil, Abdul Rahman and Mustafa, Noor Afiqah and Zahid, Nur Azwanis and Nordin, Syafinaz Amin and Md. Ariffin, Umi Kalsom and Tengku Jamaluddin,, Tengku Zetty Maztura and Mohamed, Nurul Azmawati and Mohd Zulkefli, Nor Afiah and Shohaimi, Shamarina (2021) Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test. Plos One, 16 (9). pp. 1-13. ISSN 0270-6628; ESSN: 1932-6203 https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0256896 10.1371/journal.pone.0256896 |
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Determining the level of customer satisfaction in cleanliness regarding a product or service is a significant aspect of businesses. However, the availability of feedback tools for consumers to evaluate the cleanliness of a restaurant is a crucial issue as several aspects of cleanliness need to be evaluated collectively. To overcome this issue, this study designed a survey instrument based on the standard form used for grading the food premises and transformed it into a seven Likert scale questionnaire and consists of seven questions. This study employed fuzzy conjoint analysis to measure the level of satisfaction in cleanliness in food premises. This pilot study recruited 30 students in Universiti Teknologi MARA (UiTM) Seremban 3. The student’s perception was represented by the scores calculated based on their degree of similarities and corresponding levels of satisfaction, whereby, only scores with the highest degree of similarity were selected. Furthermore, this study identified the aspects of hygiene that assessed based on the customers’ satisfaction upon visiting the premises. The results indicated that the fuzzy conjoint analysis produced a similar outcome as the statistical mean, thus, was useful for the evaluation of customer satisfaction on the cleanliness of food premises. |
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Article |
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Lim, Sook Yee Harun, Ummilia Balqis Gobil, Abdul Rahman Mustafa, Noor Afiqah Zahid, Nur Azwanis Nordin, Syafinaz Amin Md. Ariffin, Umi Kalsom Tengku Jamaluddin,, Tengku Zetty Maztura Mohamed, Nurul Azmawati Mohd Zulkefli, Nor Afiah Shohaimi, Shamarina |
| spellingShingle |
Lim, Sook Yee Harun, Ummilia Balqis Gobil, Abdul Rahman Mustafa, Noor Afiqah Zahid, Nur Azwanis Nordin, Syafinaz Amin Md. Ariffin, Umi Kalsom Tengku Jamaluddin,, Tengku Zetty Maztura Mohamed, Nurul Azmawati Mohd Zulkefli, Nor Afiah Shohaimi, Shamarina Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| author_facet |
Lim, Sook Yee Harun, Ummilia Balqis Gobil, Abdul Rahman Mustafa, Noor Afiqah Zahid, Nur Azwanis Nordin, Syafinaz Amin Md. Ariffin, Umi Kalsom Tengku Jamaluddin,, Tengku Zetty Maztura Mohamed, Nurul Azmawati Mohd Zulkefli, Nor Afiah Shohaimi, Shamarina |
| author_sort |
Lim, Sook Yee |
| title |
Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| title_short |
Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| title_full |
Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| title_fullStr |
Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| title_full_unstemmed |
Measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| title_sort |
measuring customer satisfaction on the cleanliness of food premises using fuzzy conjoint analysis: a pilot test |
| publisher |
Public Library of Science |
| publishDate |
2021 |
| url |
http://psasir.upm.edu.my/id/eprint/94108/ https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0256896 |
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1762394207081725952 |
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13.211869 |