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...
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| Format: | Book Section |
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IGI Global
2019
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| Subjects: |
| _version_ | 1825805293507837952 |
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| author | Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon |
| author2 | Pablos, Patricia Ordoñez de |
| author_facet | Pablos, Patricia Ordoñez de Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon |
| author_sort | Hanaysha, Jalal Rajeh |
| collection | UUM |
| description | 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 the East Coast region of Malaysia. The returned questionnaires were analyzed by SPSS and structural equation modeling (PLS-SEM). Overall, the findings showed that the impact of food quality on perceived value is positive. The results also showed that the effect of customer service on perceived value is insignificant. The outcomes also proved that physical environment has a significant positive impact on perceived value. Finally, the findings indicated that price fairness has a positive effect on perceived value. These results enhance the understanding towards the significance of the selected factors in influencing customers' perceived value in the fast food industry. |
| first_indexed | 2024-07-04T06:29:55Z |
| format | Book Section |
| id | uum-25467 |
| institution | Universiti Utara Malaysia |
| last_indexed | 2024-07-04T06:29:55Z |
| publishDate | 2019 |
| publisher | IGI Global |
| record_format | eprints |
| spelling | uum-254672019-01-24T06:59:30Z https://repo.uum.edu.my/id/eprint/25467/ Determinants of customers' perceived value in the fast food industry for global brands in Malaysia Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon HB Economic Theory 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 the East Coast region of Malaysia. The returned questionnaires were analyzed by SPSS and structural equation modeling (PLS-SEM). Overall, the findings showed that the impact of food quality on perceived value is positive. The results also showed that the effect of customer service on perceived value is insignificant. The outcomes also proved that physical environment has a significant positive impact on perceived value. Finally, the findings indicated that price fairness has a positive effect on perceived value. These results enhance the understanding towards the significance of the selected factors in influencing customers' perceived value in the fast food industry. IGI Global Pablos, Patricia Ordoñez de 2019 Book Section PeerReviewed Hanaysha, Jalal Rajeh and Abdullah, Haim Hilman and Abu Bakar, Zahari and Lee, Khai Loon (2019) Determinants of customers' perceived value in the fast food industry for global brands in Malaysia. In: Dynamic Perspectives on Globalization and Sustainable Business in Asia. IGI Global, pp. 225-244. http://doi.org/10.4018/978-1-5225-7095-0.ch015 doi:10.4018/978-1-5225-7095-0.ch015 doi:10.4018/978-1-5225-7095-0.ch015 |
| spellingShingle | HB Economic Theory Hanaysha, Jalal Rajeh Abdullah, Haim Hilman Abu Bakar, Zahari Lee, Khai Loon Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title | Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title_full | Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title_fullStr | Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title_full_unstemmed | Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title_short | Determinants of customers' perceived value in the fast food industry for global brands in Malaysia |
| title_sort | determinants of customers perceived value in the fast food industry for global brands in malaysia |
| topic | HB Economic Theory |
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