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
• Other Authors: Pablos, Patricia Ordoñez de
• Format: Book Section
• Published: IGI Global 2019
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/25467/; http://doi.org/10.4018/978-1-5225-7095-0.ch015
• Institution: Universiti Utara Malaysia

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...