A study dining experience for customer satisfaction and revisit intention among young adults in Miri towards local home grown fast food restaurant / Mary Remaya anak Nasat

• Main Author: Nasat, Mary Remaya
• Format: Student Project
• Language: English
• Published: 2015
• Subjects: Consumers. Consumer demand. Consumption; Food industry and trade. Halal food industry. Certification
• Online Access: http://ir.uitm.edu.my/id/eprint/42723/1/42723.pdf; http://ir.uitm.edu.my/id/eprint/42723/

The purpose of conducting this research project is to study dining experience for customer satisfaction and revisit intention among young adult in Miri towards local home grown fast food restaurant. To attain the objectives of this research project, research questions are developed and tested. Other than that, literature reviews are included in this research project as to provide better understanding towards the influential factors on dining experience as well as provide justification towards the research questions and research problems. Primary data were collected through survey questionnaire for this research purposes and 384 sets of questionnaire were distributed to the target respondents which are among young adult in Miri. By using Statistical Package for Social Science (SPSS) version 20.0, data collected through survey questionnaires are able to be analyzed and results obtained are discussed in the form of table as well as charts. In addition, major findings of this research project were discussed in order to understand the relationship between food quality, service quality and restaurant environment towards customer satisfaction as well as relationship between customer satisfactions and revisit intention. After this research, we acknowledge that all these factors are important in influencing customer satisfaction, which later customer satisfaction will influence the revisit intention among undergraduates towards fast food restaurants. Lastly, managerial implications have been discussed to provide insight and useful information to the fast food restaurateurs. On the other hand, the limitations faced in this study will be addressed and recommendations will be developed to assist future researchers in managing these limitation.