Determinant factors that influence customers’ experience in fast food restaurants in Sungai Petani, Kedah

This study investigates the relationship between total restaurant quality and customers’
experience in a local fast food restaurant. The objectives of this study are to determine the factors
that lead to customers’ positive experience and to recognize the elements that encourage people to
dine-in at a chosen fast food restaurant. The study was conducted quantitatively, in which the
convenience sampling method was chosen to collect the data. 373 questionnaires were collected and
the findings were analyzed using the Predictive Analytics Software (PASW). Four critical factors of
total restaurant quality were tested and the findings of this study proved that there is a positive
relationship between three factors (food quality, service quality, and perceived value) and
customers’ experience. Perceived value is the main reason for people to dine-in at a chosen fast food
restaurant. Overall, this study suggests that a fast food restaurant should focus on delivering services
to the customers and simultaneously enhancing the other qualities in order to capture long-term
relations with customers.