Customer Satisfaction Towards the Dimension of Service Quality of Fast Food Restaurant, McDonalds in Pengkalan Chepa, Kota Bharu, Kelantan

Abstract

The study examines customer satisfaction towards the dimension of service quality of fast food restaurant, McDonald's in Pengkalan Chepa, Kota Bharu, Kelantan and to find out the relationship between service tangibility, service reliability, service responsibility and service empathy with customer satisfaction. A survey was conducted using questionnaire through Google Form, involving 380 respondents who ever went to fast food restaurants, McDonald's in Pengkalan Chepa. Descriptive and inferential analysis were used to analyse data obtained. Findings revealed that the four variables are significantly related to customer satisfaction with the tangibility showing moderate relationship and for reliability, responsibility and empathy showing high positive relationship on customer satisfaction. The results are in line with previous researches whereby the dimension of service quality is an important determinant affecting customer satisfaction. Implication and recommendations were provided for future researchers in line with the study.