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

Jalal Hanaysha

Journal of Asian Business Strategy, 2016, vol. 6, issue 2, 31-40

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.

Keywords: Customer satisfaction; Food quality; Physical environment; Price fairness (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
https://archive.aessweb.com/index.php/5006/article/view/4173/6450 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:asi:joabsj:v:6:y:2016:i:2:p:31-40:id:4173

Access Statistics for this article

More articles in Journal of Asian Business Strategy from Asian Economic and Social Society
Bibliographic data for series maintained by Robert Allen ().