Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor

Globally, all industries including franchises experience competition in business. Similar goods and services are offered by newly established brands and businesses in an attempt to attract customers and make a profit. Every business and brand should have its own approach to dealing with this issue....

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Main Authors: Abd Aziz, Nurul Ashykin, Samrin, Suzilawani, Abdul Aziz, Khairunnisa
Format: Article
Language:English
Published: UUM Press 2023
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/29701/1/JTOM%2018%2001%202023%2012-24.pdf
https://doi.org/10.32890/jtom2023.18.1.2
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author Abd Aziz, Nurul Ashykin
Samrin, Suzilawani
Abdul Aziz, Khairunnisa
author_facet Abd Aziz, Nurul Ashykin
Samrin, Suzilawani
Abdul Aziz, Khairunnisa
author_sort Abd Aziz, Nurul Ashykin
collection UUM
description Globally, all industries including franchises experience competition in business. Similar goods and services are offered by newly established brands and businesses in an attempt to attract customers and make a profit. Every business and brand should have its own approach to dealing with this issue. This paper focuses specifically on a fast-food restaurant located in Sabak Bernam, Selangor. This study will determine the factors of marketing experience based on the five dimensions of marketing experience proposed by Schmitt to enable marketing mechanisms to influence customer satisfaction. This study will use quantitative methods. A convenience sampling technique was used, and data were collected through an online survey using google forms and data from 377 respondents who came and used products/services at this fast food restaurant in Sabak Bernam, Selangor. The statistical data will be analyzed by Smart-pls version 4. The findings conclude that only related senses and experiences are positively related to customer satisfaction. Management can take action to increase their sales and profits by reading this paper and learning about how marketing affects customer satisfaction.
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spelling uum-297012023-08-20T09:38:29Z https://repo.uum.edu.my/id/eprint/29701/ Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor Abd Aziz, Nurul Ashykin Samrin, Suzilawani Abdul Aziz, Khairunnisa HF Commerce Globally, all industries including franchises experience competition in business. Similar goods and services are offered by newly established brands and businesses in an attempt to attract customers and make a profit. Every business and brand should have its own approach to dealing with this issue. This paper focuses specifically on a fast-food restaurant located in Sabak Bernam, Selangor. This study will determine the factors of marketing experience based on the five dimensions of marketing experience proposed by Schmitt to enable marketing mechanisms to influence customer satisfaction. This study will use quantitative methods. A convenience sampling technique was used, and data were collected through an online survey using google forms and data from 377 respondents who came and used products/services at this fast food restaurant in Sabak Bernam, Selangor. The statistical data will be analyzed by Smart-pls version 4. The findings conclude that only related senses and experiences are positively related to customer satisfaction. Management can take action to increase their sales and profits by reading this paper and learning about how marketing affects customer satisfaction. UUM Press 2023 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/29701/1/JTOM%2018%2001%202023%2012-24.pdf Abd Aziz, Nurul Ashykin and Samrin, Suzilawani and Abdul Aziz, Khairunnisa (2023) Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor. Journal of Technology and Operations Management (JTOM), 18 (1). pp. 12-24. ISSN 2590-4175 (Online) https://e-journal.uum.edu.my/index.php/jtom/article/view/19671 https://doi.org/10.32890/jtom2023.18.1.2 https://doi.org/10.32890/jtom2023.18.1.2
spellingShingle HF Commerce
Abd Aziz, Nurul Ashykin
Samrin, Suzilawani
Abdul Aziz, Khairunnisa
Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title_full Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title_fullStr Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title_full_unstemmed Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title_short Factors Influencing Customer Satisfaction: A Study on Quick Service Restaurant in Sabak Bernam, Selangor
title_sort factors influencing customer satisfaction a study on quick service restaurant in sabak bernam selangor
topic HF Commerce
url https://repo.uum.edu.my/id/eprint/29701/1/JTOM%2018%2001%202023%2012-24.pdf
https://doi.org/10.32890/jtom2023.18.1.2
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