Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris

A study was conducted to know the level of customer satisfactions towards RasaMas Restaurant. The main objectives of this study were to identify attributes that influence customer satisfactions and determine their relationships with customer satisfactions. The variables included in this resear...

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Main Author:	Idris, Anin Zabidah
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2010
Subjects:	Hospitality industry. Hotels, clubs, restaurants, etc. Food service Malaysia Quality control Food service
Online Access:	http://ir.uitm.edu.my/id/eprint/24274/ http://ir.uitm.edu.my/id/eprint/24274/1/24274.pdf

id	uitm-24274
recordtype	eprints
spelling	uitm-242742020-03-19T08:40:08Z http://ir.uitm.edu.my/id/eprint/24274/ Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris Idris, Anin Zabidah Hospitality industry. Hotels, clubs, restaurants, etc. Food service Malaysia Quality control Food service A study was conducted to know the level of customer satisfactions towards RasaMas Restaurant. The main objectives of this study were to identify attributes that influence customer satisfactions and determine their relationships with customer satisfactions. The variables included in this research are food quality, service quality and servicescape/ambience as independent variables and customer satisfactions as the dependent variable. A survey questionnaire which consisted of three parts to measure demographic factors, independent variables and dependent variables was constructed based on items determined by past research. 200 respondents at Klang valley area were selected as a sample. Cronbach Alpha testing was conducted to determine the reliability and validity of questionnaire. The result of Reliability analysis indicates that all questions are reliable because Cronbach’s Alpha of all variables is 0.932 which is at the range of excellent. Therefore, overall of variables could be accepted for this study. From the findings, there were positive significant relationship between food quality (r=0.682, p=0.000), service quality (r=0.618, p=0.000) and servicescape/ambience (r=0.731**, p=0.000) with customer satisfactions. Besides, the results show that servicescape/ambience is the most factors that influence customer satisfactions which its Beta value is 0.453. For future researchers could concentrate on the reasons for servicescape/ambience is currently becoming the leading factor in determining customer satisfactions. Some conclusions are provided in the research and the researcher also has stated several recommendations which are essential to RasaMas Restaurant to increase customer satisfaction towards them. Faculty of Business and Management 2010-11 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/24274/1/24274.pdf Idris, Anin Zabidah (2010) Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Hospitality industry. Hotels, clubs, restaurants, etc. Food service Malaysia Quality control Food service
spellingShingle	Hospitality industry. Hotels, clubs, restaurants, etc. Food service Malaysia Quality control Food service Idris, Anin Zabidah Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
description	A study was conducted to know the level of customer satisfactions towards RasaMas Restaurant. The main objectives of this study were to identify attributes that influence customer satisfactions and determine their relationships with customer satisfactions. The variables included in this research are food quality, service quality and servicescape/ambience as independent variables and customer satisfactions as the dependent variable. A survey questionnaire which consisted of three parts to measure demographic factors, independent variables and dependent variables was constructed based on items determined by past research. 200 respondents at Klang valley area were selected as a sample. Cronbach Alpha testing was conducted to determine the reliability and validity of questionnaire. The result of Reliability analysis indicates that all questions are reliable because Cronbach’s Alpha of all variables is 0.932 which is at the range of excellent. Therefore, overall of variables could be accepted for this study. From the findings, there were positive significant relationship between food quality (r=0.682, p=0.000), service quality (r=0.618, p=0.000) and servicescape/ambience (r=0.731**, p=0.000) with customer satisfactions. Besides, the results show that servicescape/ambience is the most factors that influence customer satisfactions which its Beta value is 0.453. For future researchers could concentrate on the reasons for servicescape/ambience is currently becoming the leading factor in determining customer satisfactions. Some conclusions are provided in the research and the researcher also has stated several recommendations which are essential to RasaMas Restaurant to increase customer satisfaction towards them.
format	Student Project
author	Idris, Anin Zabidah
author_facet	Idris, Anin Zabidah
author_sort	Idris, Anin Zabidah
title	Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
title_short	Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
title_full	Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
title_fullStr	Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
title_full_unstemmed	Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris
title_sort	customer satisfaction towards fast food restaurant: a focus on rasamas restaurant / anin zabidah idris
publisher	Faculty of Business and Management
publishDate	2010
url	http://ir.uitm.edu.my/id/eprint/24274/ http://ir.uitm.edu.my/id/eprint/24274/1/24274.pdf
first_indexed	2023-09-18T23:12:14Z
last_indexed	2023-09-18T23:12:14Z
_version_	1777418879077711872

Customer satisfaction towards fast food restaurant: a focus on RASAMAS Restaurant / Anin Zabidah Idris

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