A Study on Customer Satisfaction Towards Ambiance, Service and Food Quality in Kentucky Fried Chicken (KFC), Petaling Jaya
Keywords:
customer satisfaction, ambiance, attitude, food quality
Abstract
This case study is on customer satisfaction towards ambiance of facilities, service, and food quality from a behavioural perspective. The study is aimed at investigating customer complaints on the unhygienic conditions and bad attitude of staff during working hours in KFC Petaling Jaya, Malaysia (Laeranduil, 2018). The research examined the impact of food quality, investigated the effect of service quality and identified the influence of ambiance on customer satisfaction. To achieve the study goals, the researcher designed a questionnaire to collect data from randomly selected customers in KFC Petaling Jaya. From the questionnaires distributed to respondents, 294 were returned. The study’s results on food quality showed that most respondents agreed that KFC serves good quality food at KFC Petaling Jaya. For service quality, most of the respondents agreed that the crew at KFC Petaling Jaya serve customers well. For ambiance of the facilities, most of the respondents agreed that the ambiance in KFC Petaling Jaya is pleasing. Overall, the customers surveyed were satisfied with the ambiance of the facilities, service, and food quality of KFC Petaling Jaya.
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References
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Olise, M.C., Okoli, M.I., & Ekeke, J.N. (2015). Factors influencing customer’s patronage of fast food restaurant: A Study of selected customers of fast food in Anambra State, Nigeria. International Journal of Economics, Commerce and Management, 3(11), 686-701.
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Rizwan Qaisar, Shakir Waqas Tariq, Shahan Ali, Hafiz Fawad, Khan Muhammad and Shahid Rabia. (2018). Determinants of Loyalty through customer satisfaction; evidence from Fast Food Industry of Lahore. International Journal of Scientific and Engineering Research, 9 (12), 10-18.
Sekaran, U. (2003). Research methods for business: A skill-building approach(4th ed.).
Shariff, S.N., Omar, M., Sulong, S.N., Majid, H., Ibrahim, H., Jaafar, Z., Ideris, M. (2015), The influence of service quality and food quality towards customer fulfillment and revisit intention. Canadian Social Science, 11(8), 110-116.
Sumaedi, S., Yarmen, M. (2015), Measuring perceived service quality of fast food restaurant in Islamic country: A conceptual framework. Procedia Food Science, 3, 119-131
Szwarc, Paul. Researching Customer Satisfaction & Loyalty (How to findout what people really think). London: Kogan Page, 2005. ISBN 0-7494-4336-7
Szymanski, D. M. & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29 (1), 16-35.
Ya, S., Noor, S. M., Nor, M., & Ahmad, Z. (2017). Purchase intention of Islamic brand product among nonMuslim customers. Pertanika Journal Social Science and Humanities,25(8), 101-110.
Yee, W. F., Ling, C. S., & Leong, L. K. (2015). Factors affecting customer loyalty in the telecommunications industry in the Klang Valley, Malaysia. Pertanika Journal Social Sciences and Humanities,23, 117-130.
Zalatar, W. F. (2017). Service quality and customer satisfaction in fast food restaurant: A customer comparison using discriminant analysis.
Almohaimmeed, B. M. (2017). Restaurant quality and customer satisfaction. 7(3), 42-49.
Al- Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129-139.
Basnayake, R., & Hassan, Z. (2015). Employees ethical behaviour and its effect on customer satisfaction and retention: An empirical study on multinational fast food restaurants in Malaysia. International Journal of Accounting, Business and Management,3(1), 1-16.
Bhagat, S. (2016). An empirical analysis on customer satisfaction level in fast food industry among the major competitor’s [Delhi- NCR]. International Journal of Advanced Scientific Research and Management,1(10), 23-29.
Boonmee, S., Thanyasunthornsakun, K., Chanthavone, T., Silipanya, D., Amornpinyo, N., & Uamturapojn, P. (2016). Leveraging service quality of resorts and hotels in Luang Prabang by integrating S ERVQUAL and Kano’s Mode. Pertanika Journal Social Science and Humanities,24, 73-88.
Chahal, D. K., & Kamil, D. M. (2017). The determinants of customer satisfaction and behavioral intention among restaurant in Klang Valley area of Malaysia: A Conceptual Study. Journal of Social Sciences and Humanities,12(02), 307-317.
Creswell, J. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.) SAGE Publications, Inc.
Danish, R. Q., Shakir, W., Tariq, S., Ali, H. F., Khan, M. A., & Shahid, R. (2018). Determinants of loyalty through customer satisfaction, evidence form fast food industry of Lahore, Pakistan. International Journal of Scientific & Engineering,9(12), 10-28.
Dao, N., Tin, N. (2015), The Influence of Service Quality on Customer Satisfaction and Loyalty at Restaurant in Ho Chi Minh City, Vietnam. The International Conference on Finance and Economics Ton Duc Thang University, Ho Chi Minh City, Vietnam, June 4th-6th. p1-22.
Haider, M. U., Jan, F. A., Jan, M. F., & Jan, M. F. (2007). Factors effecting brand preferences: A comparative study of McDonald’s and KF. Abasyn Journal of Social Sciences,5(2), 28-42.
Hanaysha, J. (2016). Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in fast food restaurant industry. Journal of Asian Business Strategy, 6(2), 31-40.
Hasan, M. R., Polas, Rahman, M. M., Miah, M. A., & Ali, M. M., Hayash. (2018). The impact of waiting time towards customers’ satisfaction in fast food establishments: Evidence from Bangladesh. IOSR Journal of Business and Management (IOSR-JBM), 20(05), 11-21.
Herman, R., Widiasari, J., Lasmy, & Hartono, H. (2016). How popular culture affects brand identity and perceived quality in consumer decision making. Pertanika Journal Social Science and Humanities,24, 9-18.
Howitt, D., & Cramer, D. (2005). Introduction to statistics in psychology. Harlow: Pearson Hall.
Hui, E. C., & Zheng, X. (2010). Measuring Customer Satisfaction of FM Service in Housing Sector: A Structural Equation Model Approach. Facilities, 28(5), 306-320.
Jackson, S. L. (2012). Research methods statistics. (4th ed.)Chigago,NY:WadsworthCengage Learning.
Jaini, A., Ahmad, N., Zaib, S. (2015), Determinant factors that influence customer’ experience in fast food restaurants in Sungai Petani, Kedah. Journal of Entrepreneurship and Business, 3(1), 60-71.
Karki, D., & Panthi, A. (2018). How food quality, price, ambiance and service quality effects customer satisfaction: A study on Nepalese Restaurants in Finland. 1-38.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. 30, 607-610.
Lahap Johanudin, Azlan, R.I. & Bahri, K.A. & Said Noraslinda Abdullah, Dahlan & Zain Razlan. (2018). The effect of perceived waiting time on customer's satisfaction: A focus on fast food restaurant. International Journal of Supply Chain Management. 7 (5)259-266.
Likert, R. (1932). A technique for measurement of attitude. Archives of Psychology, 140, 5- 55.
Md. Sawari, S. S., Ghazali, M. A., Ibrahim, M. B., & Mustapha, N. I. (2015). Evidence based review on the effect of Islamic Dietary Law towards human development. Mediterranean Journal of Social Sciences, 6(3), 136-141.
Muala, A. A. (2018). Influence of Viral Marketing Dimensions on Customer Satisfaction in Fast Food Restaurants in Jordan. Journal of Management and Sustainability, 8(1), 149-155.
Mushtaq, N. Mirza, H.H. and Ali Asghar, Muhammad, J.K. (2012). Service Quality Gap and Customer Satisfaction Among Public versus Private Hospitals of Pakistan. Social Science International Journal of Business and Management Research, 2 (1), 111-124.
Mustafa, A., Adnan, N., & Mohd nawayai, S. (2017). The influence of product quality and service quality on house buyer’s satisfaction in Prima Home. Pertanika Journal of Social Science and Humanities,25(4), 1841-1852.
Ngoc, K., Uyen, T. (2015), Factors affecting guest perceived service quality, product quality, and satisfaction - A study of luxury restaurants in Ho Chi Minh City, Vietnam. Journal of Advanced Management Science, 3(4), 284-291.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Olise, M.C., Okoli, M.I., & Ekeke, J.N. (2015). Factors influencing customer’s patronage of fast food restaurant: A Study of selected customers of fast food in Anambra State, Nigeria. International Journal of Economics, Commerce and Management, 3(11), 686-701.
Pallant, J. (2016). SPSS survival manual: A step by step guide to data analysis using IBM SPSS(6th ed.).
T. M. (2018, June 14). Netizen Urged KFC Malaysia To Raise Quality Control For All Their Outlets. Retrieved from https://thecoverage.my/news/malaysia/netizen-urged-kfc-malaysia-to-raise-quality-control-for-all-their-outlets/
Rizwan Qaisar, Shakir Waqas Tariq, Shahan Ali, Hafiz Fawad, Khan Muhammad and Shahid Rabia. (2018). Determinants of Loyalty through customer satisfaction; evidence from Fast Food Industry of Lahore. International Journal of Scientific and Engineering Research, 9 (12), 10-18.
Sekaran, U. (2003). Research methods for business: A skill-building approach(4th ed.).
Shariff, S.N., Omar, M., Sulong, S.N., Majid, H., Ibrahim, H., Jaafar, Z., Ideris, M. (2015), The influence of service quality and food quality towards customer fulfillment and revisit intention. Canadian Social Science, 11(8), 110-116.
Sumaedi, S., Yarmen, M. (2015), Measuring perceived service quality of fast food restaurant in Islamic country: A conceptual framework. Procedia Food Science, 3, 119-131
Szwarc, Paul. Researching Customer Satisfaction & Loyalty (How to findout what people really think). London: Kogan Page, 2005. ISBN 0-7494-4336-7
Szymanski, D. M. & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29 (1), 16-35.
Ya, S., Noor, S. M., Nor, M., & Ahmad, Z. (2017). Purchase intention of Islamic brand product among nonMuslim customers. Pertanika Journal Social Science and Humanities,25(8), 101-110.
Yee, W. F., Ling, C. S., & Leong, L. K. (2015). Factors affecting customer loyalty in the telecommunications industry in the Klang Valley, Malaysia. Pertanika Journal Social Sciences and Humanities,23, 117-130.
Zalatar, W. F. (2017). Service quality and customer satisfaction in fast food restaurant: A customer comparison using discriminant analysis.
Published
2020-04-26
How to Cite
Zamani, N., Bahrom, N. A., Meor Fadzir, N. S., Mohd Ali @ Mohd Fauzy, N. S., Anuar, N. F., Rosman, S. A., Sivam, S., Muthutamilselvan, K. and Isai, K. (2020) “A Study on Customer Satisfaction Towards Ambiance, Service and Food Quality in Kentucky Fried Chicken (KFC), Petaling Jaya”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(4), pp. 84 - 96. doi: 10.47405/mjssh.v5i4.390.
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