ISSN 2394-5125
 

Review Article 


REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir.

Abstract
The purpose of this study is to measure the relationship between service quality and food quality
towards customer loyalty. This study also measures customer satisfaction as the control variable. Customer today
is very concerns about their health and diet. Awareness on health is increased as compared to past generations.
The pattern of customer support towards fast food continuous increase since 2017 with the awareness of quality
service and food are more obvious. Therefore, service provider need to provide the services as according to their
customer needs and expectations. The study used questionnaire survey forms distributed in selected fast food
restaurants in 5 major cities in Malaysia. 321 participants in the data collections and the respondents derived
from of all type of customerís age, background of education, employment and household income. The results
show that service quality is not significant towards customer satisfaction but food quality is positive. The
relationship between customer satisfaction and customer loyalty is also positive. The results are useful for the
managers of fast food restaurant to increase their service level in terms of food in order keep customer retain in
the customer lifecycle. The result can also be use by other type of restaurants to improve their service level and
keep customer for their benefits over a long term period.

Key words: Food quality, Customer loyalty, Customer satisfaction, Fast food restaurant


 
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How to Cite this Article
Pubmed Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. JCR. 2020; 7(16): 997-1006. doi:10.31838/jcr.07.16.128


Web Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. http://www.jcreview.com/?mno=4507 [Access: June 02, 2021]. doi:10.31838/jcr.07.16.128


AMA (American Medical Association) Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. JCR. 2020; 7(16): 997-1006. doi:10.31838/jcr.07.16.128



Vancouver/ICMJE Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. JCR. (2020), [cited June 02, 2021]; 7(16): 997-1006. doi:10.31838/jcr.07.16.128



Harvard Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir (2020) REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. JCR, 7 (16), 997-1006. doi:10.31838/jcr.07.16.128



Turabian Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. 2020. REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. Journal of Critical Reviews, 7 (16), 997-1006. doi:10.31838/jcr.07.16.128



Chicago Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. "REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR." Journal of Critical Reviews 7 (2020), 997-1006. doi:10.31838/jcr.07.16.128



MLA (The Modern Language Association) Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir. "REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR." Journal of Critical Reviews 7.16 (2020), 997-1006. Print. doi:10.31838/jcr.07.16.128



APA (American Psychological Association) Style

Mohd Farid Shamsudin, Mohd Faizun Mohamad Yazid, Sallaudin Hasan, Baharudin Kadir (2020) REVIEW ON SERVICE QUALITY IN FAST FOOD RESTAURANT. CUSTOMER SATISFACTION AS MEDIATOR. Journal of Critical Reviews, 7 (16), 997-1006. doi:10.31838/jcr.07.16.128