Perceived Service Quality In The Fast Food Sector:Enhancing Customer Satisfaction Using Online Service

Jaafar, Muhammad Fatihi (2017) Perceived Service Quality In The Fast Food Sector:Enhancing Customer Satisfaction Using Online Service. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,consumer lifestyles have shifted to favor more convenience-oriented and time-saving options for meal occasions,as more and more Malaysians have less time and energy to prepare scratch meals at home.This trend has not only boosted demand for all foodservice subsectors in the country,but is being reflected in the changing landscape of the industry.There are many fast food restaurants that operate in Malaysia.For new restaurant or restaurants that are still in development,they have to compete with the restaurants that already have brand awareness and consumer loyalty.In addition to ensuring that the food is delicious,we need to ensure that the service provided can satisfaction customer.In this era, technology like IT is important to competitive with another restaurant that has been successful additionally technology usage may serve as a source of competitive advantage to the fast food restaurants.Therefore,the online service used to measure the level of customer satisfaction.Fast Food Restaurant needs to adopt the perceived service quality (SERVQUAL) to enhance customer satisfaction in order to compete in this industry.The importance of service quality in improving customer satisfaction and loyalty in traditional business settings has been established through the use of such instruments as SERVQUAL.However,these established service quality dimensions,or similar measures,have not been applied to electronic commerce settings.This finding,E-QUAL more suitable to be used to measure user satisfaction with the online service.E-QUAL is based on the proven conceptual framework of the SERVQUAL instrument and is adjusted for the unique attributes of the electronic commerce.

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