Factors influencing customer satisfaction at fast food restaurant in Klang Valley, Malaysia
List of Authors
  • Amar Maarof Rojiei , Mohd Aliff Abdul Majid

Keyword
  • customer satisfaction, fast food restaurant, food quality, price sensitivity, service quality

Abstract
  • This study aims to determine the influence of food quality, service quality and price sensitivity on customer satisfaction at fast food restaurant in Klang Valley, Malaysia. This study also examines the best factor of customer satisfaction. The researchers distributed online questionnaire to respondents and obtained 286 usable questionnaires. The data were analyzed using SPSS to generate relevant information, consisting Pearson correlation and linear multiple regression. It was found that all factors; food quality (r=.52), service quality (r=.60) and price sensitivity (r=.71) were positively related to customer satisfaction. The factors explain 57.9% of variance in customer satisfaction and service quality makes the largest unique contribution (Beta = .47), followed by price sensitivity (Beta = .27) and food quality (Beta = .17). The work contributes to existing knowledge on customer satisfaction at fast food restaurants by highlighting the importance of selected factors. Moreover, it provides guidelines and suggestions for fast food industry to improve customer satisfaction.

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