Determinants of customers' perceived value in the fast food industry for global brands in Malaysia

• Main Authors: Hanaysha, Jalal Rajeh, Abdullah, Haim Hilman, Abu Bakar, Zahari, Lee, Khai Loon
• 其他作者: Pablos, Patricia Ordoñez de
• 格式: Book Section
• 出版: IGI Global 2019
• 主題: HB Economic Theory
• 在線閱讀: http://repo.uum.edu.my/25467/; http://doi.org/10.4018/978-1-5225-7095-0.ch015

The purpose of this research was to investigate the effect of food quality, customer service, physical environment, and price fairness on perceived value in the fast food industry. A survey method was used for the collection of desired information from the visitors of global fast food restaurants in...