Factors Affecting Customer Satisfaction In Fast Food Restaurants

Hassim, Norain (2016) Factors Affecting Customer Satisfaction In Fast Food Restaurants. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of conducting this research projects is to study the factors of food quality, service and atmosphere that influenced customer satisfaction in fast food restaurants. To attain the objective of this research, research question, and three hypotheses are developed and test. Each hypothesis is measured accordingly and results obtained are subsequently explained. . A review of literature was conducted to find out the relationship among food quality, service quality, and atmosphere and customer satisfaction. Primary data were collected through survey questionnaire and 150 sets of questionnaire were distributed to the target respondents which are customer fast food restaurant in Malacca. Data collected has been analysed by using Statistical Package for Social Science (SPSS) version 20.0. Major findings of this research project were discussed in order to understand the relationship between food quality, service quality and atmosphere towards customer satisfaction. The finding sees that there is a significant relationship between the customer satisfaction (dependent variable) and food quality, service quality and atmosphere (independent variables). Lastly, recommendation for managerial implications have been discussed to provide insight and useful information to the fast food restaurateurs. On the other hand, the limitations faced in this study will be addressed and recommendations will be developed to assist future researchers.

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