Cover Image

Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality

The high demand from customers for quality services and competitive environment in the fast food industry give rise to the need to improve customers’ satisfaction that will increase the restaurant’s revenue. The objective of this study is to investigate the factors effecting customers’ satisfaction...

Full description

Saved in:
Bibliographic Details
Main Authors: Hasbullah, Siti Aminah, Amin, Umme Umaimah, Nordin, Norhafizi, Abd Razak, Nurul Asmida
Format: Article
Language:English
Published: UUM Press 2021
Subjects:
HF Commerce
Online Access:https://repo.uum.edu.my/id/eprint/29303/1/JETH%2001%202021%20163-183.pdf
https://repo.uum.edu.my/id/eprint/29303/
https://doi.org/10.32890/jeth2021.1.8
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.uum.repo.29303
record_format eprints
spelling my.uum.repo.293032023-03-26T13:20:10Z https://repo.uum.edu.my/id/eprint/29303/ Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality Hasbullah, Siti Aminah Amin, Umme Umaimah Nordin, Norhafizi Abd Razak, Nurul Asmida HF Commerce The high demand from customers for quality services and competitive environment in the fast food industry give rise to the need to improve customers’ satisfaction that will increase the restaurant’s revenue. The objective of this study is to investigate the factors effecting customers’ satisfaction in fast food restaurants namely the price, service quality, and food quality of fast food restaurants in Arau, Perlis. The fast food restaurants selected for this study are Marry Brown, KFC, Pizza Hut and Domino's Pizza. A quantitative method was applied using online questionnaire to collect data from customers. The respondents consisted of customers who had experienced purchasing at these fast food restaurants. The findings of the study revealed that there is a significant relationship between customers’ satisfaction and the price of the foods. However, the study indicated insignificant relationships between food quality, service quality of fast food businesses and customers’ satisfaction. For future studies, it is recommended that the study area is expanded to involve various samples of the population, for broader results. To obtain more precise and reliable results, a similar study considering other factors that influence customer satisfaction in fast food restaurants could be added as variables. UUM Press 2021 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/29303/1/JETH%2001%202021%20163-183.pdf Hasbullah, Siti Aminah and Amin, Umme Umaimah and Nordin, Norhafizi and Abd Razak, Nurul Asmida (2021) Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality. Journal of Event, Tourism and Hospitality Studies (JETH), 1. pp. 163-183. ISSN eISSN 2805-4423 https://doi.org/10.32890/jeth2021.1.8
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Hasbullah, Siti Aminah
Amin, Umme Umaimah
Nordin, Norhafizi
Abd Razak, Nurul Asmida
Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
description The high demand from customers for quality services and competitive environment in the fast food industry give rise to the need to improve customers’ satisfaction that will increase the restaurant’s revenue. The objective of this study is to investigate the factors effecting customers’ satisfaction in fast food restaurants namely the price, service quality, and food quality of fast food restaurants in Arau, Perlis. The fast food restaurants selected for this study are Marry Brown, KFC, Pizza Hut and Domino's Pizza. A quantitative method was applied using online questionnaire to collect data from customers. The respondents consisted of customers who had experienced purchasing at these fast food restaurants. The findings of the study revealed that there is a significant relationship between customers’ satisfaction and the price of the foods. However, the study indicated insignificant relationships between food quality, service quality of fast food businesses and customers’ satisfaction. For future studies, it is recommended that the study area is expanded to involve various samples of the population, for broader results. To obtain more precise and reliable results, a similar study considering other factors that influence customer satisfaction in fast food restaurants could be added as variables.
format Article
author Hasbullah, Siti Aminah
Amin, Umme Umaimah
Nordin, Norhafizi
Abd Razak, Nurul Asmida
author_facet Hasbullah, Siti Aminah
Amin, Umme Umaimah
Nordin, Norhafizi
Abd Razak, Nurul Asmida
author_sort Hasbullah, Siti Aminah
title Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
title_short Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
title_full Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
title_fullStr Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
title_full_unstemmed Customer Satisfaction in The Fast Food Restaurant in Arau, Perlis: A Study on Price, Food Quality and Service Quality
title_sort customer satisfaction in the fast food restaurant in arau, perlis: a study on price, food quality and service quality
publisher UUM Press
publishDate 2021
url https://repo.uum.edu.my/id/eprint/29303/1/JETH%2001%202021%20163-183.pdf
https://repo.uum.edu.my/id/eprint/29303/
https://doi.org/10.32890/jeth2021.1.8
_version_ 1761621751741022208
score 13.211869

Similar Items