Yeoh, Chee Keong (2008) Intention to revisit fast food restaurant in Kota Kinabalu. Masters thesis, Universiti Malaysia Sabah.
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Abstract
This quantitative research was done to Identify the relationship between the fast food restaurant's attributes (variety of food., food taste and Quality., ambiance and hygiene. service speed, price and location) and intention to revisit fast food restaurant among the Kota Klnabalu consumers using the model adopted from Goyal & Singh (2007). this study also attempted to find out whether age and monthly Income Significantly influence the relationship between fast food restaurant's attributes and the Intention to revisit fast food restaurant. The research area focused on fast food restaurants which hamburger is their main selling menu In Kota K1nabalu. Data was collected from 120 respondents whom had experienced dining at the fast food restaurants using the questionnaire survey_ The data was analyzed using the Statistical Package for Social Science (SPSS) software and the result showed that there were significant relationships between variety of food, food taste and quality, service speed and price with Intention to revisit fast food restaurant. However, ambiance and hygiene and location were found to have no significant relationships with intention to revisit fast food restaurant. As for the moderating variables, age was found to have no significant moderating influence on the relationship between fast food restaurant's attributes and intention to revisit fast food restaurant. However., monthly income was found to have significant moderating influence on the relationship between fast food restaurant's attributes and Intention to revisit fast food restaurant.
| Item Type: | Thesis (Masters) |
|---|---|
| Keyword: | Fast food restaurant, Consumer behavior, Revisit intention, Food attributes, Service quality |
| Subjects: | T Technology > TX Home economics > TX1-1110 Home economics > TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service |
| Department: | SCHOOL > School of Business and Economics |
| Depositing User: | DG MASNIAH AHMAD - |
| Date Deposited: | 21 May 2025 15:26 |
| Last Modified: | 21 May 2025 15:26 |
| URI: | https://eprints.ums.edu.my/id/eprint/43849 |
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