Customer Satisfaction in Fast-Food Restaurants: A Study of Generation Y in Melaka, Malaysia

Abstract

This study examines the factors that influence customer satisfaction among Generation Y in the fast-food industry in Melaka, Malaysia. Customer satisfaction plays a vital role in the sustainability and competitiveness of food service businesses. The research focuses on key dimensions, including food quality, service quality, price fairness, and restaurant ambience. A quantitative method was employed using a structured questionnaire distributed to 200 respondents from Generation Y. The data were analysed using SPSS to identify correlations and significant predictors of customer satisfaction. Findings revealed that food and service quality have the most substantial impact on satisfaction, followed by price fairness and ambience. The study emphasises the importance of maintaining consistent product and service standards to foster customer loyalty and enhance brand reputation. The results contribute to managerial strategies in the fast-food sector and extend the understanding of satisfaction drivers among Malaysian Generation Y consumers.