Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia

Research Article

Confirming the Factors that Influence Customer Satisfaction of Fast Food Restaurants

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  • @INPROCEEDINGS{10.4108/eai.4-11-2022.2327868,
    author={Abdul Kadir Othman and Mohd Khirzanbadzli A  Rahman and Mohd Zainizam  Mhd Salimi and Azuati  Mahmud and Amena  Sibghatullah and Mohd Faizal  Mohd Isa},
    title={Confirming the Factors that Influence Customer Satisfaction of Fast Food Restaurants},
    proceedings={Proceedings of the International Conference on Sustainability in Technological, Environmental, Law, Management, Social and Economic Matters, ICOSTELM 2022, 4-5 November 2022, Bandar Lampung, Indonesia},
    publisher={EAI},
    proceedings_a={ICOSTELM},
    year={2023},
    month={9},
    keywords={fast food restaurant customer satisfaction service quality food quality price waiting time physical environment},
    doi={10.4108/eai.4-11-2022.2327868}
}
  • Abdul Kadir Othman
    Mohd Khirzanbadzli A Rahman
    Mohd Zainizam Mhd Salimi
    Azuati Mahmud
    Amena Sibghatullah
    Mohd Faizal Mohd Isa
    Year: 2023
    Confirming the Factors that Influence Customer Satisfaction of Fast Food Restaurants
    ICOSTELM
    EAI
    DOI: 10.4108/eai.4-11-2022.2327868
Abdul Kadir Othman1,*, Mohd Khirzanbadzli A Rahman1, Mohd Zainizam Mhd Salimi1, Azuati Mahmud2, Amena Sibghatullah3, Mohd Faizal Mohd Isa4
  • 1: Institute of Business Excellence, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, Malaysia
  • 2: Faculty of Business and Management, Universiti Teknologi MARA Puncak Alam, Malaysia
  • 3: Graduate School of Science & Engineering, Karachi Institute of Economics & Technology, Pakistan
  • 4: School of Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia
*Contact email: abdkadir@uitm.edu.my

Abstract

Costs of living, especially in urban areas, have been increasing continually. This requires both parents to have dual incomes to support their family. As a result, they do not have much time to cook at home. Due to changing lifestyles, especially among urban dwellers, fast food has become the first choice. There is a variety of fast food offered by many famous brands. However, unwittingly, some brands are preferred over other brands. Therefore, the objective of this study is to investigate the factors that determine customer satisfaction and, subsequently, customer choice for selecting the preferred brand. Based on 120 responses gathered using a survey method, a multiple regression analysis results show that service quality, price and waiting time are why customers choose certain fast-food restaurants. The study's findings are beneficial to the management of fast food restaurants to focus on these factors for greater customer satisfaction. The findings also contribute to the body of knowledge in terms of confirming the earlier satisfaction model, especially in the context of the fast food industry

Keywords
fast food restaurant customer satisfaction service quality food quality price waiting time physical environment
Published
2023-09-11
Publisher
EAI
http://dx.doi.org/10.4108/eai.4-11-2022.2327868
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