Universities students' satisfaction and loyalty towards fast food franchises restaurants service quality in Kota Samarahan / Muhamad Taufiq Yahya

The Food Service Quality is a topic that has been discussed over the years. Unproductive levels offood service quality can affect customers’ level ofsatisfaction and loyalty. The main function which restaurant members must perform is the delivery of quality service to its customers. This study is focusing on identifying the relationship between fast food franchises service quality, and universities students as the customers satisfaction and loyalty. The dimensions ofthe service quality have been discussed which are, Tangible, Empathy, Assurance, Responsiveness and Reliability. The better the services, the more satisfied and loyal customers that can be gained. A total of 200 questionnaires have been distributed around universities in Kota Samarahan which are Universiti Teknologi MARA (UITM) and University Malaysia Sarawak (UNIMAS) and already been analyzed using Statistical Package for Social Science (SPSS) and also have been discussed. Even though the result has been analyzed and discussed, the service quality provided are still at the moderate level. In addition ofthe survey results, the findings also contain several recommendations that should be taken into consideration by the fast food franchises restaurants. For future studies, the dimensions can be changed to others that other researcher fined it suitable to be used. The researcher hopes it will give several benefits to all parties.