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 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.