Abstract
Customer satisfaction is the ultimate aim to food and beverage F&B industry as it ascertains that satisfied customers will stay loyal and reduce the amount of complaints towards their brand of choice. The main purpose of the research is to understand the influencing factors on customer satisfaction towards American brand in F&B industry in Malaysia. Convenience sampling method was
used involving the respondents that consist of customers and shoppers within five mega malls in Kuala Lumpur to represent the total population of the study. The researcher used a multiple regression analysis to analyze 384 data from customers. The results indicate a positive and significant influence of all influencing factors (perceived quality,
perceived value and Customer Expectation) on customer satisfaction. Customer expectation is seen to be the factor that was highly influential towards satisfaction, followed by perceived quality and perceived value. The implications of the study are discussed in the paper.
Metadata
Item Type: | Article |
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Creators: | Creators Email / ID Num. Rochin Demong, Nur Atiqah rochin@puncakalam.uitm.edu.my uncakalam.uitm.edu.my Otman, Abdul Kadir abdkadir@puncakalam.uitm.edu.my Bawasa, Salmi salmibawasa@yahoo.com |
Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > Consumer satisfaction H Social Sciences > HF Commerce > Customer services. Customer relations |
Divisions: | Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management |
Journal or Publication Title: | Advances in Business Research International Journal |
UiTM Journal Collections: | UiTM Journal > Advances in Business Research International Journal (ABRIJ) |
ISSN: | 2462-1838 |
Volume: | 2 |
Number: | 2 |
Page Range: | pp. 1-8 |
Keywords: | customer satisfaction, customer expectation, perceived quality, perceived value |
Date: | December 2016 |
URI: | https://ir.uitm.edu.my/id/eprint/29415 |
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