Attributes affecting quick service restaurants revisit intention among student of higher learning institutions
Wan Nor Farawahidah Mohd Khamis1, Mohd Hairi Jalis2, Azila Azmi3, Ahmad Esa Abd Rahman4.
There is a growing demand for quick service restaurants
worldwide. Notwithstanding the rapid growth, quick service
restaurant is in a competitive industry in which the business
survival depends on their ability to attract and retain their
customers. Previous studies found that customers from limited
buying power market segments, such as teenagers studying at
higher learning institutions, often consider their food and dining
experience in deciding where and what to eat. This study aims to
identify the relationship between attributes of quick service
restaurants, higher learning institution students’ satisfaction and
their revisit intention. A self-administered questionnaire was used
and distributed to 240 respondents of two higher learning
institutions in Terengganu, Malaysia. Data gathered was analysed
using SPSS version 21. Results showed that all six hypotheses of this
study are supported. Furthermore, all variables which are food
quality, service quality, ambience quality, brand image and
convenience have significant relation with students’ satisfaction.
From the findings, students’ satisfaction does mediate the
relationship between attributes of quick service restaurants and
revisit intention. Attribute of brand image appears to be the most
influential factor in students’ decision on which quick service
restaurants outlets they prefer to go to and dine in. Several
managerial implications are discussed as guidelines for quick
service restaurant operators.
Affiliation:
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Terangganu, Malaysia
- Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia
- Universiti Teknologi MARA Cawangan Selangor, Malaysia
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