Abstract:
The purpose of this study is to measure the relationship between service quality and food quality towards customer loyalty. This study also measures customer satisfaction as the control variable. Customer today is very concerns about their health and diet. Awareness on health is increased as compared to past generations. The pattern of customer support towards fast food continuous increase since 2017 with the awareness of quality service and food are more obvious. Therefore, service provider need to provide the services as according to their customer needs and expectations. The study used questionnaire survey forms distributed in selected fast food restaurants in 5 major cities in Malaysia. 321 participants in the data collections and the respondents derived from of all type of customer's age, background of education, employment and household income. The results show that service quality is not significant towards customer satisfaction but food quality is positive. The relationship between customer satisfaction and customer loyalty is also positive. The results are useful for the managers of fast food restaurant to increase their service level in terms of food in order keep customer retain in the customer lifecycle. The result can also be use by other type of restaurants to improve their service level and keep customer for their benefits over a long term period.
