Assessing the determinants of customer happiness and customer loyalty in fast-food restaurant

• Main Authors: Yapp, Emily Hon Tshin, Bagos Wahyudi Amin Tohari
• Format: Article
• Language: English
• Published: Inderscience Enterprises Ltd. 2022
• Subjects: HB1-3840 Economic theory. Demography; TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: https://eprints.ums.edu.my/id/eprint/33458/1/Assessing%20the%20determinants%20of%20customer%20happiness%20and%20customer%20loyalty%20in%20fast-food%20restaurant.pdf; https://eprints.ums.edu.my/id/eprint/33458/; https://www.inderscience.com/info/inarticle.php?artid=123208; https://dx.doi.org/10.1504/IJSSM.2021.123208
• Institution: Universiti Malaysia Sabah

The foods industry, particularly the fast-food sector, is rapidly expanding. Not to mention, the restauranteurs from the fast-food industry are competing with one another. In addition, the fast-food restauranteurs are also competing with local eateries. This research aimed to understand better how c...