Measuring perceived service quality toward customer loyalty in Malaysia fast food restaurant

Abstract

This study examines the relationship between service quality, fast food restaurant, tangibility, reliability, assurance, empathy and responsiveness which is the main factor that plays an important role in ensuring customer loyalty towards fast food restaurants among Malaysians. We are using quantitative methods which is using questionnaire surveys were distributed to all layers of Malaysians regardless of race and age. Based on the questionnaire provided, we obtained a total of 384 respondents and the data gathered and analyzed for descriptive, reliability and correlation using SPSS version 26. In this study, the reliability test is one option to discuss the pilot test which is to know that the question is valid for the variables. Next, the Pearson correlation identifies the relationship between tangibility, reliability, assurance, empathy, responsiveness and customer loyalty in Malaysia’s fast-food restaurants.