Foreign customer satisfaction level towards KFC Holdings (Malaysia) Berhad / Nor Atikah Kamarun Saman

Kamarun Saman, Nor Atikah (2011) Foreign customer satisfaction level towards KFC Holdings (Malaysia) Berhad / Nor Atikah Kamarun Saman. [Student Project] (Unpublished)


To be successful, organizations must look into the needs and wants of their customers. That is the reason why many researchers and academicians have continuously emphasized on the importance of customer satisfaction. Customer satisfaction means the intention to make future purchases, it is assumed that high levels of attitudinal loyalty are an outcome of high levels of satisfaction. Satisfaction is defined as an emotional post-consumption response that may occur the result of comparing expected and actual performance or it can be an outcome that occurs without comparing expectations. Satisfaction also leads to attitudinal loyalty. In this research, product, services, price and customer service are the elements that can influence foreign customer satisfaction level towards KFC also to be their chosen fast food restaurant. The survey conducted at the KFC restaurants. The sample size for this study is 50 respondents who are all foreigners. Data obtain using two methods that are primary and secondary data. Respondents are required to answer the questionnaire that includes the statement regarding relationship between elements and the level of foreign customer satisfaction towards KFCH. Once the necessary data has been collected, the data will be analyzed and summarize in are ad able and easily interpret able form. The Statistical Package for the Social Science (SPSS)version 14.0 has been used to summarize the data. The results are in the form of reliability testing, frequency and cross tabulation analysis.


Item Type: Student Project
CreatorsID Num. / Email
Kamarun Saman, Nor Atikah2008318681
ContributionNameID Num. / Email
Thesis advisorAwang Tuah, Siti NormahUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration (Hons) International Business (BA246)
Item ID: 28666
Uncontrolled Keywords: Customer satisfaction; Loyalty; Foreign customers


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