The Influence Of Servicescape On Customer Loyalty In Fast Food Restaurants

Jarkasi, Muhamad Aref (2016) The Influence Of Servicescape On Customer Loyalty In Fast Food Restaurants. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of conducting this research project is to examine the influence of servicescape on customer loyalty in fast food restaurants. To attain the objectives of this research project, research questions and four hypotheses are developed and tested. Furthermore, each hypothesis is measured accordingly and results obtained are subsequently explained. Other than that, literature reviews are included in this research project as to provide better understanding towards the influence the servicescape elements on customer loyalty as well as provide justification towards the research questions and research problems. Primary data were collected through survey questionnaire for this research purposes and 200 sets of questionnaire were distributed to the target respondents. By using Statistical Package for Social Science (SPSS) version 20.0, data collected through survey questionnaires are able to be analyzed and results obtained are discussed in the form of table as well as charts. In addition, major findings of this research project were discussed in order to understand the relationship between design elements, ambient elements, placements of elements and human elements towards customer loyalty. After this research, the researcher acknowledges that all these elements are important in influencing customer loyalty, which servicescape elements will influence the customer loyalty among people towards fast food restaurants. Lastly, the limitations faced in this study will be addressed and recommendations will be developed to assist future researchers in managing these limitation.

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