Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic
COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, t...
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| Format: | Article |
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Human Resource Management Academic Research Society
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/100864/ |
| _version_ | 1848863433742614528 |
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| author | Ghazali, Hazrina Zamzuri Anuar, Zarisha Azwa Ismail, Nurul Ashikin |
| author_facet | Ghazali, Hazrina Zamzuri Anuar, Zarisha Azwa Ismail, Nurul Ashikin |
| author_sort | Ghazali, Hazrina |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, the service industry particularly, fast food restaurants, are hugely impacted. Before the outbreak of COVID-19, most consumers enjoyed going out and dine-in at a fast-food restaurant without feeling paranoid. The purpose of this study is to examine factors that influence consumers' intention to visit fast-food restaurants during COVID-19 pandemic. In this study, three independent variables were used: consumers' perceived risk, sales and promotion, and service quality. Online questionnaires were used as medium of data collection to customers of fast-food restaurants and after data screening, a total of 240 questionnaires were valid for further analysis. Data obtained was analyzed by using SPSS's latest version. The results of service quality (mean=3.76), sales promotion (mean=3.59) and perceived risk (mean=3.54) indicate a score leaning towards agreement level. Results showed that sales promotion (beta value: 0.256, sig-t: 0.000) is the most influential factor of consumers’ intention to visit a fast-food restaurant and followed by the perceived risk and service quality. Additionally, findings obtained from this study found that perceived risk, sales promotion and service quality have a significant relationship with intention to visit fast food restaurants during COVID-19 pandemic. It is expected that this study will help to assist the fast-food restaurant operators to focus on these three factors to take the necessary action to seek consumers' satisfaction and make them feel secure to dine in during this COVID-19 pandemic. |
| first_indexed | 2025-11-15T13:32:51Z |
| format | Article |
| id | upm-100864 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:32:51Z |
| publishDate | 2022 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1008642023-08-17T04:20:26Z http://psasir.upm.edu.my/id/eprint/100864/ Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic Ghazali, Hazrina Zamzuri Anuar, Zarisha Azwa Ismail, Nurul Ashikin COVID-19 has flipped billions of people's lives upside down worldwide, and its consequences extend beyond physical health, affecting society and economics. The outbreak of this disease has severely affected the global and Malaysian economy. Among the economic sectors which are suffering loss, the service industry particularly, fast food restaurants, are hugely impacted. Before the outbreak of COVID-19, most consumers enjoyed going out and dine-in at a fast-food restaurant without feeling paranoid. The purpose of this study is to examine factors that influence consumers' intention to visit fast-food restaurants during COVID-19 pandemic. In this study, three independent variables were used: consumers' perceived risk, sales and promotion, and service quality. Online questionnaires were used as medium of data collection to customers of fast-food restaurants and after data screening, a total of 240 questionnaires were valid for further analysis. Data obtained was analyzed by using SPSS's latest version. The results of service quality (mean=3.76), sales promotion (mean=3.59) and perceived risk (mean=3.54) indicate a score leaning towards agreement level. Results showed that sales promotion (beta value: 0.256, sig-t: 0.000) is the most influential factor of consumers’ intention to visit a fast-food restaurant and followed by the perceived risk and service quality. Additionally, findings obtained from this study found that perceived risk, sales promotion and service quality have a significant relationship with intention to visit fast food restaurants during COVID-19 pandemic. It is expected that this study will help to assist the fast-food restaurant operators to focus on these three factors to take the necessary action to seek consumers' satisfaction and make them feel secure to dine in during this COVID-19 pandemic. Human Resource Management Academic Research Society 2022-09-13 Article PeerReviewed Ghazali, Hazrina and Zamzuri Anuar, Zarisha Azwa and Ismail, Nurul Ashikin (2022) Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic. International Journal of Academic Research in Economics and Management and Sciences, 11 (3). 509 - 526. ISSN 2226-3624 https://hrmars.com/index.php/IJAREMS/article/view/14933/Customers-Intention-to-Visit-Fast-Food-Restaurants-in-Malaysia-A-Lesson-Learned-from-Covid-19-Pandemic 10.6007/IJAREMS/v11-i3/14933 |
| spellingShingle | Ghazali, Hazrina Zamzuri Anuar, Zarisha Azwa Ismail, Nurul Ashikin Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title | Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title_full | Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title_fullStr | Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title_full_unstemmed | Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title_short | Customers' intention to visit fast food restaurants in Malaysia: a lesson learned from Covid-19 pandemic |
| title_sort | customers' intention to visit fast food restaurants in malaysia: a lesson learned from covid-19 pandemic |
| url | http://psasir.upm.edu.my/id/eprint/100864/ http://psasir.upm.edu.my/id/eprint/100864/ http://psasir.upm.edu.my/id/eprint/100864/ |