The mediating effect of customer satisfaction on the relationship between service quality, relationship quality, relationship quality, perceived value, and perceived price towards repurchase intention in the fast food industry / Fatin Najua Ahmad Fuzir and Mohd Khirzan Badzli A Rahman

Ahmad Fuzir, Fatin Najua and A Rahman, Mohd Khirzan Badzli (2020) The mediating effect of customer satisfaction on the relationship between service quality, relationship quality, relationship quality, perceived value, and perceived price towards repurchase intention in the fast food industry / Fatin Najua Ahmad Fuzir and Mohd Khirzan Badzli A Rahman. Social and Management Research Journal (SMRJ), 17 (2). pp. 371-397. ISSN 0128-1089

Abstract

Fast food restaurant industry has become a subject to intense competition and rapid growth in Malaysia’s economy. Consequently, repurchase intention become crucial especially in the fast food business, as it relates to company’s profits. Only a few studies in Malaysia were found in the literature, which deal with university students’ perceptions about fast food restaurant services. Therefore, it is necessary to study the needs of the university students and to understand their preferences. This study examined the relationship between service quality, relationship quality, perceived value and perceived price towards repurchase intentions. Besides that the study also examined customer satisfaction as a mediating role in order to fill the gap in the previous studies. A total of 372 responses were obtained from students of three universities in Shah Alam, through questionnaires. Data were analysed with multiple regression by using Statistical Package for Social Science (SPSS) version 2.0. The findings showed that relationship quality is the main predictor of customer satisfaction (β=.369, p<.01) followed by assurance (β=.165, p<.01), perceived price (β=.162, p<.01) and food quality (β=.102, p<.05). The least predictor is perceived value (β= -.027), tangibility (β=0.53) and responsiveness (β=0.83). The findings also showed that customer satisfaction mediates the relationship between assurance, food quality, relationship quality, perceived price and repurchase intention. The implications of the study are further discussed in this paper.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Ahmad Fuzir, Fatin Najua
UNSPECIFIED
A Rahman, Mohd Khirzan Badzli
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Customer services. Customer relations
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Shah Alam > Research Management Centre (RMC)
Journal or Publication Title: Social and Management Research Journal (SMRJ)
UiTM Journal Collections: UiTM Journal > Social and Management Research Journal (SMRJ)
ISSN: 0128-1089
Volume: 17
Number: 2
Page Range: pp. 371-397
Keywords: customer satisfaction, perceived price, perceived value,
Date: 2020
URI: https://ir.uitm.edu.my/id/eprint/42101
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