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Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry

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  • Jalal Hanaysha

Abstract

Building customer satisfaction is considered to be a key priority for business success. Therefore, determining the factors that affect customer satisfaction is important. This paper was designed to examine the effects of food quality, price fairness and physical environment on customer satisfaction in fast food restaurant industry in Malaysian market. The data were collected from 242 customers of international fast food restaurants in east coast Malaysia. The collected data were analysed using SPSS and structural equation modelling (SEM). The findings indicated that food quality has a significant positive effect on customer satisfaction. Moreover, the findings revealed that price fairness and physical environment have significant positive effects on customer satisfaction. These findings provide useful suggestions and guidelines for the policy makers in fast food restaurant industry and confirm the importance of the selected factors in affecting customer satisfaction.

Suggested Citation

  • Jalal Hanaysha, 2016. "Testing the Effects of Food Quality, Price Fairness, and Physical Environment on Customer Satisfaction in Fast Food Restaurant Industry," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(2), pages 31-40.
    • Handle: RePEc:asi:joabsj:v:6:y:2016:i:2:p:31-40:id:4173
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    Citations

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    Cited by:

    1. Lim, Weng Marc & Aggarwal, Arun & Dandotiya, Ravi, 2022. "Marketing luxury services beyond affluence in the new normal: Insights from fine dining during the coronavirus pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Tantri Yanuar Rahmat Syah & Patrick Christian Alimwidodo & Lovinda Lianti & Holila Hatta, 2022. "Perceived Price as Antecedent of Satisfaction and Loyalty: Learn from Fast Food Multinational Restaurants in Indonesia," Central European Business Review, Prague University of Economics and Business, vol. 2022(4), pages 63-84.
    3. Claudia-Elena ?uclea & Diana Maria Vrânceanu & Carmen-Eugenia Nastase, 2018. "The Fairness of Pricing Tactics for Hotels: Perceptions of Romanian Customers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 20(S12), pages 905-905, November.
    4. Rhea L. Adriatico & Allen Mark A. Razalan & Chrizel Mae V. Pagbilao & Bonimar T. Afalla & Leila M. Dela Cruz, 2022. "Service Quality and Customer Satisfaction in Dining Restaurants: Inputs for Tourism and Hospitality Curriculum Enhancement," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 11, May.
    5. Asmawi Hashim & Norimah Rambeli & Norasibah Abdul Jalil & Normala Zulkifli & Emilda Hashim & Noor Al-Huda Abdul Karim, 2019. "Does Export Led Growth Hypothesis Hold Under World Crisis Recovery Regime in Malaysia?," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(5), pages 9-19, December.
    6. Wiwin Inriani Lamasi & Singgih Santoso, 2022. "The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(2), pages 67-73, March.
    7. Oghenenyerhovwo Rita Inoni, 2021. "Customer Satisfaction and Repurchase Decision: Evidence from Fast Food Restaurants," Business & Management Compass, University of Economics Varna, issue 3, pages 309-329.
    8. Shang-Pin Li, 2024. "Application of the New Importance–Performance Analysis Method to Explore the Strategies of Rural Outdoor Dining Experiences in Taiwan," JRFM, MDPI, vol. 17(5), pages 1-15, May.
    9. Fang Lyu & Jaewon Choi, 2020. "The Forecasting Sales Volume and Satisfaction of Organic Products through Text Mining on Web Customer Reviews," Sustainability, MDPI, vol. 12(11), pages 1-23, May.

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