Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor

• Main Authors: Nurul Ashykin, Abd Aziz, Suzilawani, Samrin, Khairunnisa, Abdul Aziz
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 2023
• Subjects: HD28 Management. Industrial Management
• Online Access: http://umpir.ump.edu.my/id/eprint/40407/1/Factors%20Influencing%20Customer%20Satisfaction%20A%20Study%20on%20Quick%20Service%20Restaurant%20in%20Sabak%20Bernam%2C%20Selangor.pdf; http://umpir.ump.edu.my/id/eprint/40407/; https://e-journal.uum.edu.my/index.php/jtom/article/view/19671/4031

Nowadays, all types of businesses and industries are facing global competition, and the quick service restaurant franchise industry is no exception. Every time there will definitely be a new brand or business that offers a variety of goods and services in its own way inan effort to attract customers and find profit. For a quick service restaurant, the most important thing is the quality of its fast service in serving customers comparable to its quick and easy concept. However, the experience for customers who buy products or use services at a quick service restaurant needs to be taken care of and ensured that it meets their needs and wishes. This paper focuses on fast food restaurants in Sabak Bernam, Selangor. This study determines the factors of marketing experience based on five dimensions of marketing experience, namely: i,sense experience; ii,feelexperience; iii,thinkexperience; iv,act experience; and v,relateexperience. This study adopteda quantitative methodology through a survey on 377 respondents who are customers at a quick service restaurant in Sabak Bernam, Selangor. A conveniencesampling technique was used, and data werecollected through an online survey using google forms. The statistical data wereanalysed by Smart-PLS version 4. The findings concluded that only sense experience and relate experience were positively related to customer satisfaction. The findings of this study are beneficial to the management of the quick service restaurant and can be used as a guide for them to improve and plan strategies to increase the level of customer satisfaction in the future. This study also suggests that future studies can explore other factors related to customer satisfaction more widely.