Fast food is associated with international brand names,

Fast food
restaurants are universally and expected to be expanding and growing over the
years. The food is served quickly and can be taken away or eaten on the
premises. Customers are expected to finish quickly and usually clear up after
themselves. Fast food is associated with international brand names, for
example: McDonald’s and Kentucky Fried Chicken (KFC) (Leidner, 2002, pp. 11,
12).  Fast-food business is one of the
most common business mainly in developed countries showed that delivers food
process more quickly than any other system other restaurants and it takes time
to prepare food and ready to eat and or submit to customers (Khan, 2012). In
addition, Fast food restaurant and cooked in bulk in advance and constantly
reheated to consumers. Most fast-food restaurants, (also known as “Quick
Service Restaurants” or QSR) is part of a restaurant chain or franchise
operations, and standardized foodstuffs shipped to each restaurant from central
locations. According to Ali et al., 2012, the concept of fast food is provide
customers portable and instant meals, without spending much time in waiting the
food to be served and consumed.

Within the American food industry, the
leading fast food chains include McDonald’s (the quintessential fast food
chain), Burger King, Subway, Taco Bell, Wendy’s, KFC, and Arby’s. As this list
implies, hamburgers, other sandwiches, Mexican-style foods, and fried chicken
are standard fare in the American fast food industry.


Customer satisfaction can be defined
with the use of two basic concepts which is transaction based satisfaction and
cumulative satisfaction. Transaction based satisfaction is based on the
evaluation of a specific purchase once the customer selection has been made and
the product has been purchased. On the other hand, cumulative satisfaction is
based on the overall experience after the purchase and use of the product or
services over a certain period of time (Anderson, Formelo, Lehmann, 1994). With
respect to the definitions above, the former is more suitable for the authors
of this article, since their research is focused on customer satisfaction with
one particular product. According to Gomez (2004), satisfaction can be defined
and measured as consumer ratings of specific attributes and can be defined as a
comparison of previously held expectations with perceived product or service
performance (Homburg et al., 2005; Anderson et al., 1994). With respect to the
focus of the paper on company’s product quality, we have defined customer
satisfaction as a subjective reflection of this quality.


It is important to understand consumers’
own perceptions and representations of quality and safety. This is because
consumers will base their purchasing decisions on these beliefs. Food quality
and safety is emerging as a major issue in Malaysia. Consumers are becoming
more demanding in terms of the quality and safety of the food they intend to
purchase and consume. Peri (2006) presented a dynamic model of food quality
which involved an on-going process to fulfill consumers changing needs.
According to Peri (2006), consumers express their expectations and needs, which
are also labeled as “requirements”, which are satisfied by the “performance” of
the product.










“Brand image” refers to a series of
perceptions about a brand the consumer formulates as reflected by brand
associations (Keller, 1993). Brand image can be defined as the symbolic
meanings that customers recall when they encounter the specific features of the
product or service (Padgett and Allen, 1997). Brand image can be measured from
the physical appearance of a product or service. This physical appearance can
lead to the high-low perception in the customers’ mind (Martinez, 2002). This
includes the whole elements of brand image, such as favorability of brand
association, strength of brand association, and uniqueness of brand


Perceived value
has grown into a popular subject to marketing managers and to researchers since
it has been considered as one of the most effective measurement method of
customer satisfaction and loyalty (Eggert & Ulaga, 2002; Parasuraman &
Grewal, 2000). It is also regarded as one of the most influential indicators of
purchase intention (Cronin, Brady & Huit, 2000). Some research in the field
of marketing emphasized that perceived service value is the best predictor of
repurchase intention and repeat visitation (Cronin et al., 2000; Gale, 1994;
Grewal, Monroe, & Krishnan, 1998; Lee, 2005; Parasuraman, 1997).