Consumer expectation and perception of fast food outlets : an empirical study in Kota Bharu, Malaysia

• Main Authors: Naila Aaijaz, Mohamed Dahlan Ibrahim, Ghazali Ahmad
• Format: Book Section
• Published: International Association of Computer Science and Information Technology : Singapore 2009
• Online Access: http://discol.umk.edu.my/id/eprint/8511/

Objective - Using the data from a consumer survey, this study aims to investigate the relationship between consumers's fast food outlet loyalty (in years) and the attitude of young consumers living in Kota Bharu city. The study also investigates the importance of quality of the product that are...