Consumers’ purchase intentions in fast food restaurants: an empirical study on undergraduate students

• Main Authors: Huam, Hon Tat, Min, Seng Sook, Chin, Thoo Ai, Rasli, Amran, Abd. Hamid, Abu Bakar
• Format: Article
• Published: Centre for Promoting Ideas 2011
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/39806/; http://ijbssnet.com/journals/Vol._2_No._5_[Special_Issue_-_March_2011]/27.pdf
• Institution: Universiti Teknologi Malaysia

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 undergradua...