An Investigation of American Chain Restaurants’ Service Quality on Customer Satisfaction Among University Students in Kampar

Looi, Alyssa Eu Nian and Soon, Mei Jing and Tan, Pei Yee and Tan, Shi Ting (2019) An Investigation of American Chain Restaurants’ Service Quality on Customer Satisfaction Among University Students in Kampar. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

It is obvious that customers are important stakeholders in organizations and customer satisfaction is influence by the service quality provided by a restaurant. The quality of service becomes an aspect of customer satisfaction and it has been proven by some researcher. What about the relationship between dimension of SERVQUAL and customer satisfaction. American chain restaurants are seeking the better ways to more understanding customers to ensure the delivery of quality service amid aggressive competition. The objective of this study is to investigate the American chain restaurants’ service quality on customer satisfaction among tertiary student in Kampar. The SERVQUAL model served as a guide in the study to ascertain the findings. Likert scale used for independent variables question, while interval scale used for dependent variable questions in questionnaire. There are total of 23 SERVQUAL questions and 9 customer satisfaction questions in questionnaire. A total of 376 questionnaires were distributed to tertiary students in Kampar, which are University Tunku Abdul Rahman students and Tunku Abdul Rahman University College students. Primary data collected through using convenience sampling method with traditional paper survey approach. The types of analysis was descriptive, reliability and Pearson correlation analysis. Findings from the analysis revealed that all the five dimension of SERVQUAL, tangibility, reliability, responsiveness, assurance and empathy had high significant impact on customer satisfaction in American chain restaurants in Kampar.