Service Quality and Customer Satisfaction in Fast Food Industry: Case of Kota Damansara, Selangor

Abstract

The purpose of this paper is to identify the service quality elements
influencing consumer satisfaction towards the fast food industry in
Kota Damansara, Selangor. This paper sets out to extend current
knowledge on tangibility, assurance, empathy, reliability
responsiveness towards customer satisfaction in fast food industry. This research has employ by using quantitative approach and the
data was gathered from 200 respondents. Research was tests the
relationship between service quality and customer satisfaction in
fast food industry. The questionnaire has been used to collect the
information for respondents, and for measurement, quantify the
respondent’s response with the help of five points Likert scale. Ranging from 1 = strongly disagreed, 5 = strongly agreed was used. Data collected was analyzed using mean and linear regression on
the service quality and customer satisfaction in fast food industry. Findings indicate that there is significance relationship between
reliability and empathy of service quality elements directly affect
the level of customer satisfaction. The main limitation of this
research is focused only fast food industry. There was no
opportunity to do a comparative study between fast food versus
domestic food industry. Future research will benefit from further
improvement by using domestic food as a comparison study. Implications for fast food industries service quality and customer
satisfaction are then provided in this paper.