MPACT OF FOOD QUALITY ON CUSTOMER SATISFACTION: A CASE STUDY OF LOCAL BURGER PURCHASE DECISIONS

Umi Nadzirah, Abdullah and Zaliza, Azan and Jumain, Aborashang (2024) MPACT OF FOOD QUALITY ON CUSTOMER SATISFACTION: A CASE STUDY OF LOCAL BURGER PURCHASE DECISIONS. JURNAL EVOLUSI, 5 (3). ISSN 2735-2234

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Abstract

This study investigates the impact of food quality on customer satisfaction and repurchase decisions for local burgers in Cheras, Malaysia. The research aims to identify the factors influencing customer satisfaction in local burger restaurants and their implications for both consumers and businesses. A quantitative approach was employed, utilizing questionnaires to collect data from 150 respondents in the Ampang area. The findings reveal that food quality, service quality, menu variety, and cafe atmosphere significantly predict customer satisfaction and repurchase intentions. Customers prioritise food quality, considering taste, appearance, and overall excellence as critical factors in their decision-making process. Service quality, including responsiveness, accuracy, and dependability, also plays a crucial role in shaping customer satisfaction. Additionally, a diverse menu and a pleasant cafe atmosphere contribute to higher levels of customer satisfaction. The study highlights the importance of understanding customer preferences and demographics, such as gender, age, education, income, and employment, to tailor marketing strategies effectively. The results suggest that local burger businesses should focus on improving food quality, enhancing service standards, offering a variety of menu options, and creating an inviting cafe atmosphere to increase customer satisfaction and encourage repeat visits. This study's findings provide valuable insights for both consumers and business owners in the local burger market. Such information allows them to make educated decisions and improve their offerings to meet customer preferences, ultimately fostering long-term success in the fiercely competitive food industry.Jurnal EVOLUSIPlease cite this article as: Abdullah, U. N., Azan, Z., & Aborashang, J. (2024). Impact of food quality on customer satisfaction: A case study of local burger purchase decisions. Jurnal Evolusi, UPTM. Paper ID Je5-4-282ARTICLE INFOKeywords:Customer satisfaction,Local burger,Service quality,Food quality,Variety of menu,Café atmosphere

Item Type:	Article
Uncontrolled Keywords:	Customer satisfaction,Local burger,Service quality,Food quality,Variety of menu,Café atmosphere
Divisions:	Faculty of Business and Accountancy (FABA)
Depositing User:	Mrs Shariffah Shuhaiza Syed Mohd Nor
Date Deposited:	06 Feb 2025 06:52
Last Modified:	06 Feb 2025 06:52
URI:	http://eprints.kuptm.edu.my/id/eprint/3816

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