This paper empirically investigates the most influential attribute between price, service and food quality that influences Malaysian consumers' purchase behaviour of fast food. Using a quantitative approach, the experience of Malaysian young generation was tapped and by using a self-administered survey, 385 questionnaires were successfully collected. Through a series of analyses; frequency, descriptive and linear regression, some useful insights were obtained. The findings clearly revealed that despite support from other previous studies, price, service quality and food quality influence customers purchase behaviour but price is the prominent element that influences young Malaysian customers’ purchase behaviour of fast food. Besides enhancing the body of literature, the findings have undoubtedly drawn several practical implications.
Adnan, M., Ahmad, N., Scholz, M., Khalique, M., Naveed, R. T., & Han, H. (2021). Impact of substantive staging and communicative staging of sustainable servicescape on behavioral intentions of hotel customers through overall perceived image: A case of boutique hotels. International Journal of Environmental Research and Public Health, 18(17), 9123.
Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170-192.
Albar, K. (2020). Pengaruh Retail Mix terhadap Keputusan Pembelian pada Sarikat Jaya Swalayan Gresik. SAUJANA: Jurnal Perbankan Syariah dan Ekonomi Syariah, 2(1), 32–59.
Allan, D., & Wood, N. T. (2009). Incorporating ethics into the marketing communications Class: The case of Old Joe and New Jo Camel. Marketing Education Review, 19(2), 63-71.
Al-Tit, A. A. (2015). The effect of service and food quality on customer satisfaction and hence customer retention. Asian Social Science, 11(23), 129- 139,https://doi.org/10.5539/ass.v11n23p129
Beneke, J., Brito, A., & Garvey, K. A. (2015). Propensity to buy private label merchandise: The contributory effects of store image, price, risk, quality and value in the cognitive stream. International Journal of Retail & Distribution Management, 43(1), 43-62.
Choudhury, K. (2008). Service quality: insights from the Indian banking scenario. Australasian Marketing Journal, 16(1), 48-61.
Cox, J., & Dale, B. G. (2001). Service quality and e-commerce: An exploratory analysis. Managing Service Quality, 11(2), 121-131.
Cunningham, L. F., Gerlach, J., & Harper, M. D. (2004). Assessing perceived risk of consumers in Internet airline reservations services. Journal of Air Transportation, 9(1).
Dempsey, M. A., & Mitchell, A. A. (2010). The influence of implicit attitudes on choice when consumers are confronted with conflicting attribute information. Journal of Consumer Research, 37(4), 614-625.
Economic Census in 2016. (2017). Putrajaya: Department of Statistic Malaysia.
Edwards, J. S. A., & Meiselman, H. L. (2005). The influence of positive and negative cues on restaurant food choice and food acceptance. International Journal of Contemporary Hospitality Management.
Ha, J., & Jang, S. (Shawn). (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520–529. http://doi.org/10.1016/j.ijhm.2009.12.005
Hayford, F., Steiner-Asiedu, M., & Sakyi-Dawson, E. (2015). Food choice behaviour among Ghanaians: Implications for health promotion. World J Nutr Health, 3(1), 22-28.
Hien, N., Phuong, N., Tran, T. V., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205-1212.
Ismail, A., Bannenberg, G., Rice, H. B., Schutt, E., & MacKay, D. (2016). Oxidation in EPA?and DHA?rich oils: An overview. Lipid Technology, 28(3-4), 55-59.
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404.
Jin N, Lee S, Hufman L (2012) Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation. J Travel Tour Mark 29(6):532–551
Kara, A., Rojas-Mendez, J. I., Kucukemiroglu, O., & Harcar, T. (2009). Consumer preferences of store brands: Role of prior experiences and value consciousness. Journal of Targeting, Measurement and Analysis for Marketing, 17(2), 127-137.
Kim, K. A., Kim, S. J., Jung, L. H., & Jeon, E. R. (2003). A study on the kinds and characteristics of fast foods. Korean J Food Cook Sci, 19(2), 144-154.
Kim, S., Lee, M. A., Kim, E. M., & Lee, S. J. (2004). The gap analysis of recognition and preference for Korean traditional foods and restaurants between foreign visitors and foreign residents. Korean Journal of Food and Cookery Science, 20(6), 619-629.
Kotler, P. (2004). A three?part plan for upgrading your marketing department for new challenges. Strategy & Leadership.
Kuo, Y. F., & Yen, S. N. (2009). Towards an understanding of the behavioral intention to use 3G mobile value-added services. Computers in Human Behavior, 25(1), 103-110.
Lai, I. K. (2015). The roles of value, satisfaction, and commitment in the effect of service quality on customer loyalty in Hong Kong–style tea restaurants. Cornell hospitality quarterly, 56(1), 118-138.
Lasser, K., Boyd, J. W., Woolhandler, S., Himmelstein, D. U., McCormick, D., & Bor, D. H. (2000). Smoking and mental illness: A population-based prevalence study. Jama, 284(20), 2606-2610.
Lavrakas, P. (2008). Encyclopaedia of survey research methods. Sage Publications: Thousand Oaks, CA. https://doi.org/10.4135/9781412963947
Levrini, G. R. D., & Jeffman Dos Santos, M. (2021). The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments. Behavioral Sciences, 11(2), 16. https://doi.org/10.3390/bs11020016
Levin, Y., McGill, J., & Nediak, M. (2010). Optimal dynamic pricing of perishable items by a monopolist facing strategic consumers. Production and Operations Management, 19(1), 40-60.
Liew, Y. S. (2015). Factors Influencing Consumers Purchase Intention towards Online Group Buying in Malaysia. Ph.D. Dissertation, Faculty of Accountancy and Management, University Tunku Abdul Rahman, Kampar, Malaysia, December.
Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences, 8(4), 71.
Liu, Y., and Jang, S. (2009). Perception of Chinese Restaurant in the U.S.: What Affects Customer Satisfaction and Behavioural Intentions. International Journal of Hospitality Management, 28, 338-348.
MacLaurin, D. J., & MacLaurin, T. L. (2000). Customer perceptions of Singapore's theme restaurants. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 75-85.
Ministry of Health Malaysia. (2019). Reducing salt intake in Malaysia: An interim evaluation of what works. Putrajaya, Malaysia.
Namkung, Y., & Jang, S. S. (2009). The effects of interactional fairness on satisfaction and behavioral intentions: Mature versus non-mature customers. International Journal of Hospitality Management, 28(3), 397-405.
Newman, B. I. (2001). An assessment of the 2000 US presidential election: A set of political marketing guidelines. Journal of Public Affairs: An International Journal, 1(3), 210-216.
Nield, K., Kozak, M., & LeGrys, G. (2000). The role of food service in tourist satisfaction. International Journal of Hospitality Management, 19(4), 375-384.
Nurfatihah, Z., & Siddiquee, S. (2019). Nanotechnology: Recent trends in food safety, quality and market analysis. Nanotechnology: Applications in Energy, Drug and Food, 283-293.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50.
Purba, F. S., Sulistyarini, E., & Sadalia, I. (2018). The Influence of Product Quality on Purchase Intention Through Electronic Words of Mouth in PT. Telkomsel Medan. KnE Social Sciences.
Peri, C. (2006). The Universe of Food Quality. Food Quality and Preference, 17, 3-8.
Ratnayake, N., Broderick, A. J., & Mitchell, R. L. (2010). A neurocognitive approach to brand memory. Journal of Marketing Management, 26(13-14), 1295-1318.
Rozekhi, N. A., Hussin, S., Siddiqe, A. S. K. A. R., Rashid, P. D. A., & Salmi, N. S. (2016). The influence of food quality on customer satisfaction in fine dining restaurant: Case in Penang. International Academic Research Journal of Business and Technology, 2(2), 45-50.
Donighi, S., & Yousefi, M. (2016). Impact of service quality and perceived value on post-purchase intention with mediation of customer satisfaction (Case Study: Pharmacies in Tehran, Iran). European Online Journal of Natural and Social Sciences: Proceedings, 4(1 (s)), 1472.
Sarker, S., Bose, T. K., Palit, M., & Haque, M. E. (2013). Influence of Personality in Buying Consumer Goods-A Comparative Study between Neo-Freudian Theories and Trait Theory Based on Khulna Region. International Business and Economics Research, 2(3), 41-58. doi: 10.11648/j.ijber.20130203.12
Schiffman L. G., & Kanuk, L. L. (2007). Consumer Behaviour. (9th ed.). New Jersey: Pearson Prentice Hall.
Schiffman, L., Kanuk, L., & Wisenblit, J. (2010). Consumer behavior. 10th edition. New Jersey: Pearson Prentice Hall.
Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: Development and validation of a multidimensional service convenience scale. Journal of the Academy of Marketing Science, 35(1), 144-156.
Sharma, A., & Mehta, V. (2004). Service Quality Perceptions In Financial Services: A Case Study Of Banking Services. Journal of Services Research, 4(2).
Sharma, A., & Nagpal, A. K. (2018). Soil amendments: A tool to reduce heavy metal uptake in crops for production of safe food. Reviews in Environmental Science and Bio/Technology, 17(1), 187-203.
Singh, A., & Singhal, R. K. (2020). Emerging third generation private label brands: Retailers' and consumers' perspectives towards leading Indian retail chains. International Journal of Business and Emerging Markets, 12(2), 179-203.
Slack, N. J., Singh, G., Ali, J., Lata, R., Mudaliar, K., & Swamy, Y. (2020). Influence of fast-food restaurant service quality and its dimensions on customer perceived value, satisfaction and behavioural intentions. British Food Journal.
Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality & Reliability Management.
Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247.
Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction – A factor specific approach. Journal of Services Marketing.
Shafiq, M., Naeem, M. A., Munawar, Z., & Fatima, I. (2017). Service quality assessment of hospitals in Asian context: An empirical evidence from Pakistan. INQUIRY: The Journal of Health Care Organization, Provision, and Financing, 54.
Tam, R., Yassa, B., Parker, H., O'Connor, H., & Allman-Farinelli, M. (2017). University students' on-campus food purchasing behaviors, preferences, and opinions on food availability. Nutrition, 37, 7-13.
Teas, R. K. (1994). Expectations as a comparison standard in measuring service quality: An assessment of a reassessment. Journal of Marketing, 58(1), 132-139.
Tran, V. D. (2020). Assessing the effects of service quality, experience value, relationship quality on behavioral intentions. The Journal of Asian Finance, Economics and Business, 7(3), 167-175.
Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721.
Van Iwaarden, J., Van der Wiele, T., Ball, L., & Millen, R. (2003). Applying SERVQUAL to web sites: An exploratory study. International Journal of Quality & Reliability Management.
Walsh, G., & Mitchell, V. W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of marketing, 44(6), 838-859.
Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 4.
Zamani, N., Bahrom, N. A., Fadzir, N. S. M., Ali, N. S. M., Fauzy, M., Anuar, N. F., ... & Isai, K. I. A. (2020). A study on customer satisfaction towards ambiance, service and food quality in Kentucky Fried Chicken (KFC), Petaling Jaya. Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(4), 84-96.
Zeithamal, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(July), 2–22.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(01), 58.
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345.
Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4), 460.
