Yapp, Emily Hon Tshin and Bagos Wahyudi Amin Tohari (2022) Assessing the determinants of customer happiness and customer loyalty in fast-food restaurant. International Journal of Sustainable Strategic Management, 9 (2). pp. 123-138. ISSN 1753-3600 (P-ISSN) , 1753-3619 (E-ISSN)
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Abstract
The foods industry, particularly the fast-food sector, is rapidly expanding. Not to mention, the restauranteurs from the fast-food industry are competing with one another. In addition, the fast-food restauranteurs are also competing with local eateries. This research aimed to understand better how consumer services' quality and price fairness affect customer satisfaction; and how satisfied customers contribute to happiness and loyalty based on the reformation of attitude theory. Data were acquired through an online self-administered survey from 310 Malaysian customers who had experience consuming fast-food. The PLS-SEM analysis revealed that food quality, physical environment, and price fairness affected customer satisfaction. Interestingly, employees' services quality does not affect customer satisfaction. Consequently, customer satisfaction affects customer loyalty and happiness. In addition, happiness also affects customers' loyalty. Based on these findings, this study suggests some management implications and further research.
| Item Type: | Article |
|---|---|
| Keyword: | Services quality , Price fairness , Satisfaction , Loyalty , Happiness , Fast-food restaurant |
| Subjects: | H Social Sciences > HB Economic theory. Demography > HB1-3840 Economic theory. Demography T Technology > TX Home economics > TX1-1110 Home economics > TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service |
| Department: | FACULTY > Labuan Faculty of International Finance |
| Depositing User: | SITI AZIZAH BINTI IDRIS - |
| Date Deposited: | 21 Jul 2022 14:37 |
| Last Modified: | 21 Jul 2022 14:37 |
| URI: | https://eprints.ums.edu.my/id/eprint/33458 |
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