Service Quality and Customer Satisfaction in The Fast-Food Industry of Malaysia

The purpose of the study is to investigate service quality and its impact customer satisfaction in fast food industry in Malaysia. The independent variables which are used in this study: Tangibility, Reliability, Accessibility, Responsiveness and Empathy. The only one dependent factor for this research is Customer satisfaction. In this research the respondent was 170 in number whereas the descriptive analysis and regression method have been adopted. Moreover, the Likert scale of 5 has been adopted. The researchers have gained from the research Tangibility and Accessibility are emphatically connected with customer satisfaction while Reliability and Responsiveness are negative insignificant. Meanwhile, Empathy has a positive but insignificant relationship. However, Tangibility and Accessibility have a positive huge effect on customer satisfaction. Yet, Reliability and Responsiveness have negative and insignificant impact on customer satisfaction in the food shops of Malaysia. Furthermore, Recovery, Customer loyalty and Perceived value may be considered for the future study.