Effect of food sensory factors and restaurant images on customer satisfaction between franchise and local fast - food restaurant

• Main Authors: Ahmad Riduan Bahauddin, Ling, Sing Wei, Sylvester Manthihal
• Format: Proceedings
• Language: English; English
• Subjects: HF Commerce; TX341-641 Nutrition. Foods and food supply
• Online Access: https://eprints.ums.edu.my/id/eprint/27135/3/Effect%20of%20food%20sensory%20factors%20and%20restaurant%20images%20on%20customer%20satisfaction%20between%20franchise%20-Abstract.pdf; https://eprints.ums.edu.my/id/eprint/27135/2/Effect%20Of%20Food%20Sensory%20Factors%20And%20Restaurant%20Images%20On%20Customer%20Satisfaction%20Between%20Franchise%20And%20Local%20Fast%20Restaur.pdf; https://eprints.ums.edu.my/id/eprint/27135/

This study was conducted to investigate the effect of food sensory and restaurant image on customer satisfaction between the international and local franchise fast-food restaurants and also to identify the relationship of food sensory and restaurant image towards customer satisfaction. This study was conducted in Kota Kinabalu using survey completed by 420 respondents. One international food franchise restaurant and 2 local food restaurants was involved which all the restaurants sold same main dish, fried chicken. The results showed score for food sensory and restaurant image was higher in local restaurant compared to franchise restaurant. There are significant differences between franchise and local restaurant in terms of restaurant image and customer satisfaction (p<0.05). Food sensory and restaurant image factors had significant positive relationship with customer satisfaction (p<0.05). This showed that these two factors can influence customer satisfaction in fast food restaurant. Service quality is the most influential factor towards customer satisfaction for international franchise restaurant while food sensory has strong positive correlation towards customer satisfaction of local restaurant. In conclusion, food sensory and restaurant image save impact to customer satisfaction and restaurant owner should pay attention to these two factors for restaurant sustainability.