Abstract
The drive of this study is to contribute to the literature of service and food quality significance in fast food restaurant industryof Malaysia. The study is carrying out from the viewpoint of fast food restaurant industry and the customers' satisfaction among generation Y in Malaysia. Three variables have been examined to demonstrate the significance of service quality and food quality on customer satisfaction. The outcomesratify the importance of greatercorresponding service and food standards in fast food restaurant industry. For food quality factor, allrespondents are agreed with statement. Findings from 1000 respondents of Generation Yshowed that two factors significantlyinfluenced customer satisfaction. Thisresearch would be valuable in the improvement of a more comprehensive model to simplify a better understanding of customers' satisfaction among generation Y on fast food restaurant in Malaysia; these findings would deliver a better comprehension of Malaysian customers' satisfaction andhelp design more effective marketing strategies
Highlights
The main focus of this article is to observe the relationship of service and food quality that importance to fast food restaurant industry amongst generation Y studying adults in Malaysia
The qualitative research is broadly based on the ideals of positivism where is assumes that „reality‟ is out there waiting to be discovered and that universal laws of nature operate according to rational, logical reasoning.In the research, all of responses or reply was limited to rating system on a five-point „Likert Scale‟ to measure the degree of factors affecting customer satisfaction on purchasing fast food.A total of 1,500 questionnaires were distributed among randomly the randomly selected respondents
The populations of this study are among student that refers to generation Y those studies in local universities in Malaysia. 4.0 FINDINGS 4.1 Food Quality
Summary
The main focus of this article is to observe the relationship of service and food quality that importance to fast food restaurant industry amongst generation Y studying adults in Malaysia. According to Teresa Sohoch (2012), the Generation Y is born from 1980 to 1996. Generation Y prefers flexible schedules and a better work - life balance. The Generation Y is motivated, achievement – oriented and confident. Increasing personal income and urbanization of Malaysian population has createdchanges in the customer lifestyle. Customers are demanding for more variety andquality of food they consumed and are increasingly exposed to western food cultures.Customer are experiencing a busier pace of life and creating demand for moreprocessed foods that are convenient to prepare rather than traditional cooking. Thesesituations make the customers to choose the fast food product in the market
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
