Fast Food Restaurant In Malaysia

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Over the last decade, fast food restaurant in Malaysia has witnessed immense growth and it is now catering to almost 100 million profits. In order to sustain customer loyalty, fast food restaurants are striving to achieve high customers’ satisfaction through improved of facilities and better price. This study investigated the impact of physical environment and price perception on customer’s loyalty in fast food restaurant of Malaysia. Selected sample sizes of 100 questionnaires were administered into second busier city in Malaysia, which is Penang and the respondents of this research were obtained from customers that frequently visit fast food restaurant in Penang, Malaysia. SPSS version 17 was used to analyse the obtained data. The results…show more content…
For an example, in 2010, sales among the top 50 fast food chain restaurants exceed $141 billion in the US. A recent survey of adults found that there are 80% purchased fast food in the past month and 28% consumed fast food two or more times a week (Katherine W.Bauer, 2012).
Home cooking has become second choice when people loves to take outside meals as their regular diet. A number of studies have shown increased frequency of takeaway and fast food consumption worldwide whereby Governmental reports in the UK indicated about 22% of residents were found to purchase foods from takeaway outlet at least once a week and 58% a few times a month. Instead of that, a similar frequency of consumption of takeaway or fast food has also been observed in other country (Agnieszka Jaworowska,
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Physical environment is one of the elements that make the customer satisfy; customer is the most important resource that a business should engage with. If a customer feels that the environment is uncomfortable, the possibility of customer to visit for the next time might be little.
Since, services are mainly intangible and customers always present during the process, the physical environment can have a significant impact on perceptions of the overall quality of the service encounter, which in turn affects customer satisfaction in the restaurant industry (Bitner, 1992; Kotler, 1973; Parasuraman et al,1988; Ryu& Jang,

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