Are Customers Happy? A Study of Satisfaction in Sarawak’s Fast-Food Restaurants: Adakah Pelanggan Gembira? Satu Kajian Mengenai Kepuasan di Restoran Makanan Segera di Sarawak

Nancy Thien Swee Yen; Malisah Latip

doi:10.33102/sainsinsani.vol9no2.644

Authors

Nancy Thien Swee Yen Department of Social Science & Management, Faculty of Humanities, Management & Science, Universiti Putra Malaysia Bintulu, Campus Sarawak, Malaysia
Malisah Latip Department of Social Science & Management, Faculty of Humanities, Management & Science, Universiti Putra Malaysia Bintulu, Campus Sarawak, Malaysia https://orcid.org/0000-0003-1101-1365

DOI:

https://doi.org/10.33102/sainsinsani.vol9no2.644

Keywords:

Customer happiness, Customer satisfaction, Fast-Food Industry, Food quality Sarawak, Service quality

Abstract

Abstract: Fast food restaurants play a significant role in contemporary dining culture, offering convenience and quick service to customers. Understanding the factors that contribute to customer satisfaction and happiness within this sector is crucial for both businesses and researchers. Customer satisfaction in fast food restaurants is often influenced by various factors such as perceived price, service quality, food quality, and the physical environment of the premises. This study investigated the determinants of customer satisfaction and happiness towards fast food restaurants in Sarawak, Malaysia. Data from 414 respondents aged 18 and above were analysed using SPSS through Spearman’s correlation and simple linear regression analysis. The findings showed that all variables, perceived price, service quality, food quality, and physical environment quality had significant correlations with customer satisfaction. Customer satisfaction was also found to influence customer happiness positively. The results of this study show that the best method to increase customer satisfaction is to offer a fair price and improve the quality of the service, food, and physical environment of the premises. All these factors consequently affect customer happiness with fast food restaurants. These findings provide valuable insights into customer perceptions and behaviour in the fast-food sector in Sarawak. Identifying key determinants of satisfaction and happiness offers the basis for strategic decision-making and service improvement initiatives to optimize the dining experience for consumers.

Abstrak: Restoran makanan segera memainkan peranan penting dalam budaya makanan kontemporari, menawarkan keselesaan dan perkhidmatan yang pantas kepada pelanggan. Memahami faktor-faktor yang menyumbang kepada kepuasan dan kebahagiaan pelanggan dalam sektor ini adalah penting bagi kedua-dua perniagaan dan penyelidik. Kepuasan pelanggan di restoran makanan segera sering dipengaruhi oleh pelbagai faktor seperti harga, kualiti perkhidmatan, kualiti makanan, dan persekitaran fizikal premis. Kajian ini mengkaji penentu-penentu kepuasan dan kegembiraan pelanggan terhadap restoran makanan segera di Sarawak, Malaysia. Data daripada 414 responden berumur 18 tahun ke atas dianalisis menggunakan SPSS melalui korelasi Spearman dan analisis regresi linear mudah. Penemuan menunjukkan bahawa semua pembolehubah, harga, kualiti perkhidmatan, kualiti makanan, dan kualiti persekitaran fizikal mempunyai korelasi yang signifikan dengan kepuasan pelanggan. Kepuasan pelanggan juga didapati mempengaruhi kegembiraan pelanggan secara positif. Hasil kajian ini menunjukkan bahawa kaedah terbaik untuk meningkatkan kepuasan pelanggan adalah dengan menawarkan harga yang adil dan meningkatkan kualiti perkhidmatan, makanan, dan persekitaran fizikal premis. Semua faktor ini seterusnya mempengaruhi kegembiraan pelanggan terhadap restoran makanan segera. Penemuan ini memberikan pandangan yang berharga mengenai persepsi dan tingkah laku pelanggan dalam sektor makanan segera di Sarawak. Mengenal pasti penentu-penentu utama kepuasan dan kebahagiaan, menyediakan landasan untuk membuat keputusan strategik dan inisiatif penambahbaikan perkhidmatan untuk mengoptimumkan pengalaman makanan kepada pengguna.

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