Making informed decisions to improve restaurant image using a hybrid MADM approach: A case of fast-food restaurants in an island of East Malaysia

• Main Authors: Anath Rau Krishnan, Rizal Hamid, Ronia Yeap Siew Lin, Geoffrey Harvey Tanakinjal, Balan Rathakrishnan
• Format: Article
• Language: English; English
• Published: Multidisciplinary Digital Publishing Institute (MDPI) 2022
• Subjects: HF5410-5417.5 Marketing. Distribution of products; TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://eprints.ums.edu.my/id/eprint/33608/1/Making%20informed%20decisions%20to%20improve%20restaurant%20image%20using%20a%20hybrid%20MADM%20approach%2C%20A%20case%20of%20fast-food%20restaurants%20in%20an%20island%20of%20East%20Malaysia.ABSTRACT.pdf; https://eprints.ums.edu.my/id/eprint/33608/2/Making%20informed%20decisions%20to%20improve%20restaurant%20image%20using%20a%20hybrid%20MADM%20approach%2C%20A%20case%20of%20fast-food%20restaurants%20in%20an%20island%20of%20East%20Malaysia.pdf; https://eprints.ums.edu.my/id/eprint/33608/; https://www.mdpi.com/2078-2489/13/5/219/htm; https://doi.org/10.3390/info13050219

Restaurant image refers to an immediate perception that pops up in a customer’s mind when the name of a restaurant is mentioned. Therefore, it is crucial for restaurants, including fast-food restaurants (FFRs), to evaluate and sustain a positive restaurant image. However, evaluating and improving a...