Attributes affecting quick service restaurants revisit intention among student of higher learning institutions / Wan Nor Farawahidah Mohd Khamis ... [et al.]

Mohd Khamis, Wan Nor Farawahidah and Jalis, Mohd Hairi and Azmi, Azila and Abd Rahman, Ahmad Esa (2022) Attributes affecting quick service restaurants revisit intention among student of higher learning institutions / Wan Nor Farawahidah Mohd Khamis ... [et al.]. Esteem Journal of Social Sciences and Humanities, 6: 1. pp. 30-46. ISSN 2600-7274

Official URL: http://ejssh.uitm.edu.my

Abstract

There is a growing demand for quick service restaurants worldwide. Notwithstanding the rapid growth, quick service restaurant is in a competitive industry in which the business survival depends on their ability to attract and retain their customers. Previous studies found that customers from limited buying power market segments, such as teenagers studying at higher learning institutions, often consider their food and dining experience in deciding where and what to eat. This study aims to identify the relationship between attributes of quick service restaurants, higher learning institution students’ satisfaction and their revisit intention. A self-administered questionnaire was used and distributed to 240 respondents of two higher learning institutions in Terengganu, Malaysia. Data gathered was analysed using SPSS version 21. Results showed that all six hypotheses of this study are supported. Furthermore, all variables which are food quality, service quality, ambience quality, brand image and convenience have significant relation with students’ satisfaction. From the findings, students’ satisfaction does mediate the relationship between attributes of quick service restaurants and revisit intention. Attribute of brand image appears to be the most influential factor in students’ decision on which quick service restaurants outlets they prefer to go to and dine in. Several managerial implications are discussed as guidelines for quick service restaurant operators.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Mohd Khamis, Wan Nor Farawahidah
UNSPECIFIED
Jalis, Mohd Hairi
mohdhairijalis@uitm.edu.my
Azmi, Azila
UNSPECIFIED
Abd Rahman, Ahmad Esa
UNSPECIFIED
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > H Social Sciences (General) > Research
H Social Sciences > H Social Sciences (General) > Research > Quantitative research
Divisions: Universiti Teknologi MARA, Pulau Pinang > Permatang Pauh Campus
Journal or Publication Title: Esteem Journal of Social Sciences and Humanities
UiTM Journal Collections: UiTM Journal > ESTEEM Journal of Social Sciences and Humanities (EJSSH)
ISSN: 2600-7274
Volume: 6
Page Range: pp. 30-46
Keywords: Food Quality Service, Quality Ambience, Quality Brand Image, Convenience
Date: April 2022
URI: https://ir.uitm.edu.my/id/eprint/62422
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