Universiti Teknologi Malaysia Institutional Repository

Consumers’ purchase intentions in fast food restaurants: an empirical study on undergraduate students

Huam, Hon Tat and Min, Seng Sook and Chin, Thoo Ai and Rasli, Amran and Abd. Hamid, Abu Bakar (2011) Consumers’ purchase intentions in fast food restaurants: an empirical study on undergraduate students. Special Issue on Contemporary Issues in Business and Economics, 5 (2). pp. 214-221. ISSN 2219-1933

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The fast food industry in Malaysia is facing increasingly competitive challenges as with other industries around the world. The purpose of this study was to identify the key determinants of customer satisfaction in fast food outlets and the current perceived service quality level amongst undergraduate students in a public university in Malaysia. Besides, this study was aimed at identifying the significant relationships between customer satisfaction and customers purchase intentions. Questionnaires w ere distributed to 380 undergraduate students in the university where 358 (94.21%) students responded to the survey. Among the five dimensions tested, assurance was found to be the strongest determinant of custom er satisfaction towards fast food restaurants (FFRs), followed by responsiveness, reliability, tangibility and empathy. The results also supported the contention that customer satisfaction can lead to customer purchase intentions. Recommendations to FFRs and discussions for future studies are also provided.

Item Type:Article
Uncontrolled Keywords:Customer satisfaction, Purchase intentions
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
ID Code:39806
Deposited By: Fazli Masari
Deposited On:21 Jul 2014 05:27
Last Modified:28 Jan 2019 03:54

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