Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in Malaysia

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Determinants of Customers' Perceived Value in the Fast Food Industry for Global Brands in 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...

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Bibliographic Details
Main Authors:	Jalal, Hanaysha, Haim, Hilman, Zahari, Abu Bakar, Lee, Khai Loon
Format:	Book Chapter
Language:	English
Published:	IGI Global 2019
Subjects:	HD Industries. Land use. Labor
Online Access:	http://umpir.ump.edu.my/id/eprint/26569/ http://umpir.ump.edu.my/id/eprint/26569/1/Determinants%20of%20Customers%E2%80%99%20Perceived%20Value%20in%20the%20Fast%20Food%20Industry1.pdf

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