Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia
The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in...
| Main Authors: | , , , |
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| Format: | Book Chapter |
| Language: | English |
| Published: |
IGI Global
2019
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| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/26569/1/Determinants%20of%20Customers%E2%80%99%20Perceived%20Value%20in%20the%20Fast%20Food%20Industry1.pdf |