FACTORS AFFECT CUSTOMER

SATISFACTION IN FAST FOOD

RESTAURANT
Group members:
LEE POH SEONG
LIEW XUE ZHEN
WONG JIAN NING
SIAW PUI MAN

Student ID
11ABB06294
12ABB03932
11ABB02209
12ABB00730

CONCEPTUAL
FRAMEWORK

Independent Variable

Dependent Variable

Taste and
Quality

Prices
Environmen
t
Service

Customer
Satisfacti
on

Customer Satisfaction
Gain the loyalty
Feeling that obtained from services
or goods.
Important education and learning
environment
Oliver(1981) important role good
position in the market

Taste and quality

Influence by
freshness intrinsic
quality
menu variety more
choices
healthy food option
health concern customers

Price
Important determinant
especially for customers have
weak economically.
Perceived price or price fairness
fair or reasonable price
Relative price price of the
competitors

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

Service Quality
Form the customers overall impression.
Differences between expectation and
performance
SERQUAL instruments
- tangibles
- empathy
- reliability
assurance
- responsiveness

Have or Do Not Have Significant

Relationship Between
Taste and
Quality

Customer
Satisfaction

Price

Customer
Satisfaction

Environment

Customer
Satisfaction

Service Quality

Customer
Satisfaction

RESEARCH METHODOLOGY
Data Collection
Method

Research Design
Method
s of
Data
Analysi
s

INTRODUCTION

Measurement Scales

Operational
Definitions of
Constructs

Sampling
Design

RESEARCH DESIGN
Quantitative research
Grounded Theory
Hypothesis
Questionnaire( fixed alternative questions)

Descriptive and Causal Research

Describe the respondents data
(Age,Gender..)
CAUSE EFFECT relationships

DATA COLLECTION METHOD

Primary Data
Questionnaire

Interview

Observation

DATA COLLECTION METHOD

Secondary Data

SAMPLING DESIGN
Target Population
All people in Kampar area

SAMPLING DESIGN
Sampling Frame & Sampling Location

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

SAMPLING TECHNIQUE
Non-Probability Sampling Technique
Convenience Sampling
-Procedures used are easy, fast and inexpensive
Sampling Size
30 sets of questionnaires to respective
respondents Pilot Test

RESEARCH INSTRUMENT
Questionnaire 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 INSTRUMENT
Pilot Tests Cronbachs Alpha Result
Variable

Cronbach Coefficient Alpha

Raw

Taste and Quality

0.843530

Standardized

0.847939
0.897536

Price

0.897326
Environment
Service Quality
Customer
Satisfaction

0.863503
0.827800
0.885083

0.867790
0.818420
0.885266

CONSTRUCT 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

Standard Measurements of Independent Variables

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
Dependent Variable
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.

DATA PROCESSING
Data Checking
conduct before key in data
to ensure no errors examples omissions or mistake data
Data Editing
adjusting and correcting
inconsistent and illegal data

the

Data Coding
key in the data into the database
Using SAS Enterprise Guide 5.1
Generate alpha value automatically

omissions,

illogical,

DATA ANALYSIS
a) Descriptive Analysis
o describing the characteristic like central
tendency, distribution and variability
o calculate the average, frequency distribution
percentage of demographic data
o Example: use pie chart to interpret the collected
data

b) Scale Measurement-Reliability
Test

b)Scale Measurement-Reliability Test

Rule of thumb for describing internal consistency using
Cronbach's alpha
Cronbach'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

(Sources: Rule of thumb of Cronbachs alpha, from

Wikipedia, the free encyclopedia)

c) Inferential Analysis
i) Pearson Correlation Coefficient

ii) Multiple Regressions

Conclusion