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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:	Hanaysha, Jalal Rajeh, Abdullah, Haim Hilman, Abu Bakar, Zahari, Lee, Khai Loon
Other Authors:	Pablos, Patricia Ordoñez de
Format:	Book Section
Published:	IGI Global 2019
Subjects:	HB Economic Theory
Online Access:	http://repo.uum.edu.my/25467/ http://doi.org/10.4018/978-1-5225-7095-0.ch015
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id	my.uum.repo.25467
record_format	eprints
spelling	my.uum.repo.254672019-01-24T06:59:30Z http://repo.uum.edu.my/25467/ Determinants of customers' perceived value in the fast food industry for global brands in Malaysia Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon HB Economic Theory 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 Pablos, Patricia Ordoñez de 2019 Book Section PeerReviewed Hanaysha, Jalal Rajeh and Abdullah, Haim Hilman and Abu Bakar, Zahari 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, pp. 225-244. http://doi.org/10.4018/978-1-5225-7095-0.ch015 doi:10.4018/978-1-5225-7095-0.ch015
institution	Universiti Utara Malaysia
building	UUM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Utara Malaysia
content_source	UUM Institutionali Repository
url_provider	http://repo.uum.edu.my/
topic	HB Economic Theory
spellingShingle	HB Economic Theory Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari 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.
author2	Pablos, Patricia Ordoñez de
author_facet	Pablos, Patricia Ordoñez de Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon
format	Book Section
author	Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon
author_sort	Hanaysha, Jalal Rajeh
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://repo.uum.edu.my/25467/ http://doi.org/10.4018/978-1-5225-7095-0.ch015
_version_	1644284332604391424
score	13.211869

Determinants of customers' perceived value in the fast food industry for global brands in Malaysia

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