A study on the impact of customer satisfaction on customer loyalty towards fast food restaurant in Malaysia

Abdul Manaf, Noor Asyiqin (2019) A study on the impact of customer satisfaction on customer loyalty towards fast food restaurant in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The fast food industry i s an industry that has grown rapidly and is a global business over the past few decades and Malaysia is also a country that is no exception in this development. The purpose is to determine the factors of customer satisfaction to customer loyalty towards fast food restaurant in Malays ia. The aim to conduct thi s study to reveal the customer loyalty can be related to food quality, brand image, packaging and environment as an independent variables towards fast food restaurant in Malaysia. The authors use quantitative method in collect data which is questionnaire will distributed to university 's student in Malays ia. In this research, there were 1000 respondent among university student in Penins ular Malaysia that consists of four region wh ich is Central region, Northern region , Southern region and Eastern region. The Statistical Package for Social Science model 22 (SPSS 22.0) will be u sed to investigate the data findings. The data finding in this study shows the relationships between the independent variables (food quality , brand image, packaging and environment) and dependent variable (customer loyalty).

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