Customer satisfaction with hypermarket fresh food’s characteristics / A.R. Azhar … [et al.]

Azhar, A.R. and Mohd Salehuddin, M. Z. and Saiful Bakhtiar, Mohd Faeez and Kamaruddin, Mohd Syaquif Yasin (2012) Customer satisfaction with hypermarket fresh food’s characteristics / A.R. Azhar … [et al.]. Journal of Tourism, Hospitality & Culinary Arts, 4 (1). pp. 17-37. ISSN 1985-8914 , 2590-3837

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Abstract

The Malaysian food retailing industry is experiencing tremendous growth from the evolving modern fresh food retail outlets such as supermarkets and hypermarkets. This evolving pattern is influenced by the changing behaviour and lifestyle of local consumers, thus impacting on the way consumers purchase their food. Using a quantitative research approach, this paper examined customers’ satisfaction with fresh food attributes in hypermarkets. Through a self reported questionnaire, 387 respondents were approached using a convenience sampling method. It was discovered that the majority of them are satisfied with the overall quality of fresh food products. On the other hand, they are slightly satisfied with the price and availability of fresh foods in the hypermarket. Overall, an understanding of the importance of fresh food attributes is crucial as it impacts tremendously on the customer’s satisfaction.

Metadata

Item Type: Article
Creators:
Creators
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Azhar, A.R.
UNSPECIFIED
Mohd Salehuddin, M. Z.
UNSPECIFIED
Saiful Bakhtiar, Mohd Faeez
UNSPECIFIED
Kamaruddin, Mohd Syaquif Yasin
UNSPECIFIED
Subjects: T Technology > TX Home economics > Cooking
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
T Technology > TX Home economics > Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 , 2590-3837
Volume: 4
Number: 1
Page Range: pp. 17-37
Official URL: https://www.jthca.org/
Item ID: 44430
Uncontrolled Keywords: Hypermarket, fresh food attribute, customer satisfaction
URI: https://ir.uitm.edu.my/id/eprint/44430

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44430

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