Factors that influence customers satisfaction toward fast food restaurant in kota bharu

Alongside the expansion of the food service sector, Malaysia's selection of ethnic restaurants is growing. Since Malaysia is a multicultural nation, ethnically diverse cuisine is a typical occurrence there. Fast food outlets are by far the most popular type of dining establishment in Malaysia. This study looked into the relationship between fast food restaurant quality and patron satisfaction in Kota Bharu. Because of the rapidly shifting market conditions in the food industry, there is a strong need for quality service, which necessitates improved customer satisfaction, which will increase restaurant sales. This study's objective is to assess Kota Bharu, Kelantan's physical operational environment, food and service quality, and customer happiness. Any type of fast-food restaurant was regarded as quick in this study. In order to acquire relevant information for the survey and to better understand the relationships between variables and customer re-intention, a quantitative technique in the form of a questionnaire is used. Customers who frequented a sample of Kota Bharu's fast food restaurants provided the data. To analyze the collected data, descriptive statistics and Pearson correlation analysis were employed. Respondents received a total of 384 questionnaires. The results of the study show that although food quality has a moderate relationship with customer retention, the other three criteria of service quality, physical operational environment, and food quality have a significant association with it. These findings support past studies by indicating that the environment has an impact on customer intentions. The industry now has knowledge about Kota Bharu's fast food restaurant patrons' re-intention. This information will give the sector a competitive edge and enable it to adjust to client retention. In order to examine and identify new causes, it is recommended that more aspects be taken into account in future studies.
Keywords: Fast-food Restaurants, Customer Satisfaction, Food Quality, Service Quality, Physical Operating Environment