Factors That Influence Customers Satisfaction Toward Fast Food Restaurant in Kota Bharu

Abstract

This study aims to evaluate the physical, operational environment, food and service quality, and customer satisfaction in Kota Bharu, Kelantan. For this study, any kind of fast-food establishment was considered to be quick. In order to better understand the relationship between factors and customer re-intention, the survey uses a quantitative technique to collect relevant data in the form of a questionnaire. Data came from patrons who frequented randomly chosen fast food outlets in Kota Bharu. To analyse the collected data, descriptive statistics and Pearson correlation analysis were employed. Respondents received a total of 384 questionnaires. Customer retention is strongly correlated with the three factors of food quality, service quality, and physical and operational environment. However, according to the study's findings, food quality has a moderate relationship. These results demonstrate that the environment affects customer intentions, consistent with earlier research. This study has given the industry knowledge on the re-intention of customers to fast food restaurants in Kota Bharu. This knowledge will help the industry adapt to the re-intention of customers and gain a competitive advantage. Finally, it is suggested that additional factors be considered in future studies to investigate and uncover other causes.