Jalal, Hanaysha and Haim, Hilman and Zahari, Abu Bakar and Lee, Khai Loon (2019) Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia. In: Dynamic Perspectives on Globalization and Sustainable Business in Asia. IGI Global, p. 225. ISBN 9781522570950
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Abstract
The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in the East Coast region of Malaysia. The returned questionnaires were analyzed by SPSS and structural equation modeling (PLS-SEM). Overall, the findings showed that the impact of food quality on perceived value is positive. The results also showed that the effect of customer service on perceived value is insignificant. The outcomes also proved that physical environment has a significant positive impact on perceived value. Finally, the findings indicated that price fairness has a positive effect on perceived value. These results enhance the understanding towards the significance of the selected factors in influencing customers' perceived value in the fast food industry.
| Item Type: | Book Chapter |
|---|---|
| Uncontrolled Keywords: | Fast Food Industry; Malaysia; Food quality; East Coast region |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor |
| Faculty/Division: | Faculty of Industrial Management |
| Depositing User: | Noorul Farina Arifin |
| Date Deposited: | 22 Nov 2019 04:07 |
| Last Modified: | 22 Nov 2019 04:07 |
| URI: | http://umpir.ump.edu.my/id/eprint/26569 |
| Download Statistic: | View Download Statistics |
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