Nurul Ashykin, Abd Aziz and Suzilawani, Samrin and Khairunnisa, Abdul Aziz (2023) Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor. Journal of Technology and Operations Management, 18 (1). pp. 12-24. ISSN 2590-4175. (Published)
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Abstract
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.
| Item Type: | Article |
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| Uncontrolled Keywords: | Customer satisfaction, quick service restaurant, PLS-SEM |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Faculty/Division: | Faculty of Industrial Management Institute of Postgraduate Studies |
| Depositing User: | Miss Amelia Binti Hasan |
| Date Deposited: | 19 Feb 2024 04:29 |
| Last Modified: | 19 Feb 2024 04:29 |
| URI: | http://umpir.ump.edu.my/id/eprint/40407 |
| Download Statistic: | View Download Statistics |
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