Factors affecting customer satisfaction among students in fast food restaurant at Sungai Petani / Nor Kartini Hamidun and Nurul Shuhada Mohammad

Building customer satisfaction is considered to be a key pnonty for business success. Therefore, determining the factors that affect customer
satisfaction is important. The purpose of conducting this research project is to examine the factors of food quality, price and physical environment that influenced customer satisfaction among undergraduates towards fast food restaurant in Sungai Petani. Primary data were collected through survey questionnaires for this research purposes and 190 sets of questionnaires were distributed to the target respondents which are undergraduates from Universiti Teknologi Mara (UiTM) Kedah. The collected data were analyzed using Statistical Package for Social Science (SPSS) version 22.0, data collected through survey questionnaires are able to be analyzed and results obtained are discussed in the form of tables. In addition, major findings of this research project were discussed in order to understand the relationship between food quality, price and
physical environment towards customer satisfaction in fast food restaurant. The findings indicated that food quality is the most influencing factor and has a significant positive effect on customer satisfaction. Moreover, the findings revealed that price and physical environment also have significant positive effects on customer satisfaction. These findings provide useful suggestions and guideline for the service provider in fast food restaurant industry and confirm the importance of the selected factors in affecting customer satisfaction. On the other hands, the limitations faced in this study will be addressed and recommendations will be developed to assist future researchers in managing these limitations.