Companies' perspectives on factors affecting consumer satisfaction in fast-food restaurant using Fuzzy AHP / Suzanawati Abu Hasan ... [ et al.]

In today's world, the fast-food restaurant has become a popular sort of eatery. The fast-food industry's expansion is always changing in response to customer requests in order to meet their needs. As a result, clients have a wide range of fast-food restaurants to choose from in order to sa...

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Bibliographic Details
Main Authors: Abu Hasan, Suzanawati (Author), Hassan, Nur Aqilah (Author), Teoh, Yeong Kin (Author), Mahat, Norpah (Author), Ariffin, Anas Fathul (Author)
Format: Book
Published: Universiti Teknologi MARA, Perlis, 2021.
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042 |a dc 
100 1 0 |a Abu Hasan, Suzanawati  |e author 
700 1 0 |a Hassan, Nur Aqilah  |e author 
700 1 0 |a Teoh, Yeong Kin  |e author 
700 1 0 |a Mahat, Norpah  |e author 
700 1 0 |a Ariffin, Anas Fathul  |e author 
245 0 0 |a Companies' perspectives on factors affecting consumer satisfaction in fast-food restaurant using Fuzzy AHP / Suzanawati Abu Hasan ... [ et al.] 
260 |b Universiti Teknologi MARA, Perlis,   |c 2021. 
500 |a https://ir.uitm.edu.my/id/eprint/68782/1/68782.pdf 
500 |a  Companies' perspectives on factors affecting consumer satisfaction in fast-food restaurant using Fuzzy AHP / Suzanawati Abu Hasan ... [ et al.]. (2021) Journal of Computing Research and Innovation (JCRINN) <https://ir.uitm.edu.my/view/publication/Journal_of_Computing_Research_and_Innovation_=28JCRINN=29/>, 6 (3): 5. pp. 42-52. ISSN 2600-8793  
520 |a In today's world, the fast-food restaurant has become a popular sort of eatery. The fast-food industry's expansion is always changing in response to customer requests in order to meet their needs. As a result, clients have a wide range of fast-food restaurants to choose from in order to satiate their hunger. Clients' contentment with restaurants will influence not just the image of the establishments, but also the services offered by their employees as they strive to entertain and deliver the best possible service to their paying customers. However, the competition between the restaurants have caused certain restaurants to gain lower profits as the customers' satisfaction is not fulfilled for certain factors. Price, food quality, service quality, restaurant atmosphere, promotion, customer expectations, and brand are all elements to consider. This study was conducted to analyse the importance of factors in customer satisfaction in a fast-food restaurant in Perlis. In this study, the method applied is the Fuzzy Analytical Hierarchy Process (AHP) to rank the factors that have a high impact on customer satisfaction. The selected fast-food restaurants were McDonald (McD), Kentucky Fried Chicken (KFC), Pizza Hut, Domino's Pizza, Marrybrown, and Subway. The primary data collected through the questionnaire were analysed by experts, the manager of the fast-food restaurant selected. The findings show that in a fast-food restaurant, the quality of service with 0.2188 of normalized weight is the most important factor in customer satisfaction, and the price with 0.0436 of normalized weight is the least significant. The role of the manager and the staffs were thus evidently more important in customer satisfaction than the price offered. 
546 |a en 
690 |a Consumer satisfaction 
690 |a Fuzzy logic 
655 7 |a Article  |2 local 
655 7 |a PeerReviewed  |2 local 
787 0 |n https://ir.uitm.edu.my/id/eprint/68782/ 
787 0 |n https://crinn.conferencehunter.com/index.php/jcrinn 
787 0 |n 10.24191/jcrinn.v6i3.228 
856 4 1 |u https://ir.uitm.edu.my/id/eprint/68782/  |z Link Metadata