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INVESTIGATING THE LOCAL FOODSCAPE MATTER IN BUILDING CUSTOMER TRUST AND

LOYALTY
NADZIRAH BINTI MOHD ISMAIL EH, ADWA’ BINTI ZULFAKA

Supervisor: Nur Hanifa & Dr.Ahmad Rasmi Suleiman Albattat

ABSTRACT

This study will be conducted to investigate local foodscape matters in building trust and

loyalty in pastry cafes or bakeries around Shah Alam that were addressed by price, product
quality, and place customer trust and customer loyalty. This research will demonstrate what

researchers can describe or and consumer perception towards the local foodscape. The term

local foodscape can be defined as food outlets and all other places where people are exposed
to food messages. Researchers choose pastry cafes or bakeries as the scope of study. Thus,

trust and loyalty are two different things that cannot be concluded as one component.

Researchers will identify the roles of price, product quality and place that can influence the

customer's trust and loyalty. To obtain the results, the data will be collected from 402

consumers who have experienced the local foodscape that is required in building trust and
loyalty in pastry cafes or bakeries around shah alam. Based on this research, the data

collected will be analysed in quantitative measure by using descriptive analysis and pearson

correlation as the technique analysis to test whether there is the relationship between the
stated variables. Thus, the implications for theory and practice are discussed within the

context of local foodscapes in pastry cafes and bakeries around Shah Alam.
































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ASSESSING THE FACTORS AFFECTING CUSTOMER SATISFACTION ON FAST FOOD

RESTAURANT
NUR KHALIESAH BINTI KARUZAMAN, FERRA NUR ALIA BT ZAIN AZMI

Supervisor: Nur Ain Nabilah

ABSTRACT

Over the last few decades, Malaysia has seen a significant expansion of the fast-food service

sector. The aim of this study is to investigate the factors affecting customer satisfaction on
fast food restaurant how the food quality of fast food quality can affect customer satisfaction

and service quality of fast food restaurant can be affect customers satisfaction. This study has

made an effort to support the independents study. A nonreality sampling design have been
collected among the employees who loved fast food restaurants in Malaysia. In this research

have been used a quantitative research design, to handle the purpose the factors affecting

customer satisfaction on fast food restaurant. Data were collected through google form

completed by customers of fast food. Nonetheless, this study have been performed a pilot

study test among 30 respondents, and 110 respondents of the clear data collection. Result
showed that perceived price, food, service and fast food restaurant environment quality

positively affected customer satisfaction. This study have been used Statistical Package for

Social Sciences (SPSS) in for data analysis, descriptive analysis and also regression analysis.
Result showed the perceived of the satisfied with appearance of fast food was 33.6%, the

satisfied the price was 33.6%, felt delighted with the service was 24.5% and felt cosy with the

fast food restaurant ambiance was 31.8%.


Keywords: Customer satisfaction, Customer value, Food service industry, Fast food

environment, Food quality, Service quality






















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