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Factors Affect Customer Satisfaction in Fast Food Restaurant Group members: Student IDLEE POH SEONG 11ABB06294 LIEW XUE ZHEN 12ABB03932WONG JIAN NING 11ABB02209SIAW PUI MAN 12ABB00730Taste and QualityPricesEnvironmentCustomer SatisfactionService qualityConceptual FrameworkDependent VariableIndependent VariableCustomer SatisfactionGain the loyaltyFeeling that obtained from services or goods.Important education and learning environmentOliver(1981) important role good position in the market

Taste and qualityInfluence byfreshness intrinsic quality menu variety more choices healthy food option health concern customers

PriceImportant determinant especially for customers have weak economically.Perceived price or price fairness fair or reasonable priceRelative price price of the competitors

EnvironmentServicescape physical environment, cleanliness, temperature and music.Human service employees behavior and appearance.

Service QualityForm the customers overall impression.Differences between expectation and performanceSERQUAL instruments - tangibles - empathy - reliability - assurance - responsiveness

Have or Do Not Have Significant Relationship BetweenTaste and QualityCustomer SatisfactionPriceCustomer SatisfactionService QualityEnvironmentCustomer SatisfactionCustomer SatisfactionResearch MethodologyIntroductionData Collection MethodResearch DesignMeasurement ScalesOperational Definitions of ConstructsSampling DesignMethods of Data AnalysisResearch Design Quantitative researchGrounded TheoryHypothesisQuestionnaire( fixed alternative questions)

Descriptive and Causal ResearchDescribe the respondents data (Age,Gender..)CAUSE EFFECT relationships

Data Collection MethodPrimary Data

Questionnaire

Observation

InterviewData Collection MethodSecondary Data

Sampling DesignTarget Population All people in Kampar area

Sampling DesignSampling Frame & Sampling Location

Sampling DesignSampling Elements Teenagers, adults and old citizens Mostly students, workers and local residents in Kampar

Sampling TechniqueNon-Probability Sampling Technique Convenience Sampling -Proceduresused are easy, fast andinexpensive

Sampling Size 30 sets of questionnaires to respective respondents Pilot Test

Research InstrumentQuestionnaire Design Closed ended question

Self-administered questionnaire - Face-to-face communication - Fast & convenience Set personal details( Part B) last part in questionnaires -high sensitivity

Research InstrumentPilot Tests Cronbachs Alpha Result

Variable Cronbach Coefficient Alpha Raw StandardizedTaste and Quality 0.843530 0.847939Price 0.897326 0.897536Environment 0.863503 0.867790Service Quality 0.827800 0.818420Customer Satisfaction 0.885083 0.885266Construct Measurement (Scale and Operational Definitions)Questionnaire (Part A) (5 point likert scale questions)

Construct Measurement (Scale and Operational Definitions)Questionnaire Part B Example of Nominal Scales:

Example of Ordinal Scales:

Respondents personal details

To test the impact of customers satisfaction towards fast food restaurants in Kampar. All the questions were developed by former researchers - Jones, Mason and Benefield (n.d.), Ryu, Lee, and Kim (2012). Used 5 point likert scale to conduct the reliability test.

Standard Measurements of Independent Variables

All the questions were adapted under customer satisfaction part from customer satisfaction questionnaire which was developed by Hanzaee and Rezaeyeh(2012).Used 5 point likert scale to conduct the reliability test.

Standard Measurements of Dependent Variable

Data ProcessingData Checkingconduct before key in data to ensure no errors examples omissions or mistake data

Data Editingadjusting and correcting the omissions, illogical, inconsistent and illegal data

Data Codingkey in the data into the database

Using SAS Enterprise Guide 5.1Generate alpha value automatically

Data Analysisa) Descriptive Analysisdescribing the characteristic like central tendency, distribution and variability

calculate the average, frequency distribution percentage of demographic data

Example: use pie chart to interpret the collected datab) Scale Measurement-Reliability Test

b)Scale Measurement-Reliability TestCronbach's alpha Internal consistency 0.9 Excellent 0.8 < 0.9 Good 0.7 < 0.8 Acceptable 0.6 < 0.7 Questionable 0.5 < 0.6 Poor < 0.5 Unacceptable Rule of thumb for describing internal consistency using Cronbach's alpha

(Sources: Rule of thumb of Cronbachs alpha, from Wikipedia, the free encyclopedia)c) Inferential Analysisi) Pearson Correlation Coefficient

ii) Multiple Regressions Conclusion