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Service Quality and Customer Satisfaction of Fast Food Restaurant
Cha Pei Zhi
Supervisor: Dr. Siti Falindah Padlee
Dr. Azlinzuraini Ahmad
Bachelor of Management (Marketing)
School of Business and Maritime Management
Fast food industry has become importance industry for Malaysia. Nevertheless, the fast
food industry facing intense competitive challenges with other service industries. Besides,
the urbanization has spread to whole Malaysia it has changed the lifestyle of Malaysian
especially the eating behaviour. The purpose of this study is to identify what factor have
the strongest influence to customer satisfaction in fast food restaurant. This study also
examines the relationship between service quality and customer satisfaction and service
quality dimension. In addition, this research will identify which customer is easily get into
customer satisfaction with the service quality of fast food restaurant. The data collection
method will conducted through self-administrative questionnaire with the local student at
UMT. The statistical method used to analyse of this study is descriptive analysis, multiple
regression analysis and t-test analysis. Overall, the results indicated that service quality
is the main factor to determine the customer satisfaction of fast food restaurant. Service
quality, food quality and perceived value have the positive relationship with the customer
satisfaction. Moreover, freshman and junior was found to be equally easily get into
customer satisfaction of service quality of fast food restaurant. The findings of this study
provide useful guidance in creating and managing the marketing strategies in the fast
food industry.
Keywords: Fast food industry, service quality, customer satisfaction, self-administrative
questionnaire
1537 | UMT UNDERGRADUATE RESEARCH DAY 2018