The Effective Communication Of Employees In Fast Food Outlet On Customers Purchase Intention

Muhamad, Norhaizan (2014) The Effective Communication Of Employees In Fast Food Outlet On Customers Purchase Intention. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This research is aimed to know the extent the effective communication of employees in fast food outlets affects customers' purchase intention. The researcher also wants to identify the element of effective communication of employees in fast food outlets affects customers' purchase intention. There three independent variable that was discussed in this research, which are the nonverbal communication, verbal communication and electronic word of mouth communication towards customers purchase intention. Furthermore, the researchers also have been doing some literature review of this research. This descriptive research using the quantitative method to analyze the data obtained. The researcher uses multiple regression analysis (MRA) to measure which the effective communication is significant to the customer's purchase intention. After make analysis of data findings in chapter 4, the effective communication that has had strong impact is verbal communication. The researcher made some of recommendation to improve the research for the future.

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