Filipino Restaurants

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Consumers’ Purchase Intentions in Fast Food Restaurants: An Empirical Study on Undergraduate Students
Huam Hon Tat * Seng Sook-Min Thoo Ai-Chin Amran Rasli Abu Bakar Abd Hamid Department of Management Faculty of Management and Human Resource Development Universiti Teknologi Malaysia, 81310 UTM Skudai, Johor, Malaysia Phone: +607-5531816, E-mail: huam@utm.my,* Abstract The fast food industry in Malaysia is facing increasingly competitive challenges as with other industries around the world. The purpose of this study was to identify the key determinants of customer satisfaction in fast food outlets and the current perceived service quality level amongst undergraduate students in a public university in Malaysia. Besides, this study was aimed at identifying the significant relationships between customer satisfaction and customers purchase intentions. Questionnaires were distributed to 380 undergraduate students in the university where 358 (94.21%) students responded to the survey. Among the five dimensions tested, assurance was found to be the strongest determinant of customer satisfaction towards fast food restaurants (FFRs), followed by responsiveness, reliability, tangibility and empathy. The results also supported the contention that customer satisfaction can lead to customer purchase intentions. Recommendations to FFRs and discussions for future studies are also provided. Keywords: Service quality, Customer satisfaction, Purchase intentions, Undergraduate students, Fast food restaurants (FFRs)

1. Introduction
Service quality is one of the vital determinants of customer satisfaction and it will directly affect the organizational success especially in the service industry such as fast food restaurants (FFRs). Nowadays, almost all the FFRs focus on several ways to increase their service quality in order to increase the level of satisfaction among their

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