The Relationship Between Service Quality and Customer Satisfaction in McDonald’s Restaurants In Malaysia

Abstract

Customer satisfaction is made up of a number of aspects that must be monitored. Customer happiness is critical since it influences many aspects of the organisation. However, the service quality is the main direct factor that affect the customer satisfaction, there is a positive relationship between customer satisfaction and service quality. The company providing high quality of service will result in getting customer satisfaction. Hence, the aim of this study is to investigate the relationship between service quality and customer satisfaction in McDonald’s Malaysia and identify the dimensions of service quality (tangibility, reliability, responsiveness, assurance and empathy) which influences the most on the customer satisfaction in service company. The datas collected from the respondents in McDonald’s Malaysia were the primary data source and analyzed via dissemination of questionnaires through convenience sampling method. The data for this research study will be collected from a sample of 60 respondents who are the customer in McDonald’s Malaysia through the convenience sampling method. Besides, the questionnaire design for this research will be using five-point Likert scale as the measurement tool and Statistical Package for Social Science (SPSS) and Partial Least Squares (PLS-SEM) with SmartPLS was used to analyze the data collected. This study also indicated that service quality contributes the most on customer satisfaction. Eventually, the study finding could enable service companies to gain insight and knowledge with regards to service quality aspect that would eventually help the organization to attain respective goal.

Keyword: Customer satisfaction, service quality, tangibility, reliability, responsiveness, assurance, empathy

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