Measuring perceived service quality towards customer loyalty in malaysia’s fast food restaurants

This research investigates the relationship between tangibility, reliability, assurance, empathy, and responsiveness in identifying customer loyalty towards fast food restaurants in Malaysia. Next, to investigate the question, the researcher used the quantitative study method by conducting an online questionnaire to 384 respondents according to the model (Krejcie & Morgan, 1970) to represent Malaysians total population of 32.78 million people. The quantitative research method was selected and questionnaire was used as the research instrument to collect data. Convenience sampling method was used and 384 respondents were evaluated in this study. The data was collected using Google form and questionnaire. The data collected is analyzed by using Statistical Packages for Social Science Version 24 (SPSS Version 24) software based on descriptive statistic, reliability analysis, and correlation analysis. The researcher's analysis showed that the reliability item had a higher Crobach's Alpha data than the other items, so that the relationship between reliability and customer loyalty towards fast food restaurants in Malaysia is highly emphasized with score 0.874 from respondent which shows a very good level. In conclusion, service quality has an impact on customer loyalty to restaurants if it is practiced correctly, wisely and ethically. Therefore, researchers call on new researchers to study the service quality shown by local restaurants that sell local food.
Keywords: tangibility, reliability, assurance, empathy, responsiveness, customer loyalty, service quality.