The Influence of Service Quality and Product Quality on Consumer Satisfaction at McDonald's Nangka Denpasar Fast Food Restaurant
DOI:
https://doi.org/10.58857/JMDBE.2024.v02.i01.p04Keywords:
Product Quality, Service Quality, Consumer SatisfactionAbstract
Changes in modern society's lifestyle have driven an increase in food consumption in fast food restaurants, including McDonald's which is growing rapidly in Indonesia. In the context of tight business competition, service quality and product quality are two crucial factors that influence the level of consumer satisfaction. This study aims to analyze the effect of service quality and product quality on consumer satisfaction at McDonald's Nangka Denpasar. Service quality includes aspects such as reliability, responsiveness, assurance, empathy, and physical evidence, while product quality includes freshness, cleanliness, safety, consistency, and taste of food. Consumer satisfaction is positioned as a dependent variable influenced by both independent variables.
This study uses a quantitative approach with associative methods and multiple linear regression analysis to test the formulated hypotheses. The population of the study were McDonald's Nangka Denpasar consumers who had consumption experience, with data collected through the distribution of Likert-scale questionnaires. Based on the results of the study, it was found that service quality had no effect on consumer satisfaction, while product quality had an effect on consumer satisfaction at McDonald's fast food restaurants on Jalan Nangka Denpasar. The results of this study are expected to provide empirical contributions in formulating strategies for improving fast food restaurant services and products that are more oriented towards customer needs and satisfaction. These findings can also be the basis for managerial decision making in order to increase customer loyalty and competitive advantage in the fast food restaurant industry.
Downloads
References
Arora, R., Kapoor, M., Singh, N., & Yaqub, M. Z. (2024). Green Cryptocurrency and Business Strategies: Framework and Insights From a Stewardship Literature Review. Business Strategy and the Environment, 34(1), 804–829. https://doi.org/10.1002/bse.3996
Aymar, R., & Joseph, E. (2019). Customers Satisfaction and Brand Loyalty at McDonalds Maroc. African Journal of Marketing Management, 11(3), 21–34. https://doi.org/10.5897/ajmm2019.0599
Hassan, N. A., Zailani, S., & Rahman, M. K. (2021). Impact of Integrated Audit Management Effectiveness on Business Sustainability in Manufacturing Firms. Management Research Review, 44(12), 1599–1622. https://doi.org/10.1108/mrr-10-2020-0658
Hidayat, A., Adanti, A. P., Darmawan, A., & Setyaning, A. N. A. (2019). Factors Influencing Indonesian Customer Satisfaction and Customer Loyalty in Local Fast-Food Restaurant. International Journal of Marketing Studies, 11(3), 131. https://doi.org/10.5539/ijms.v11n3p131
Kristiawan, Y., Hartoyo, H., & Suharjo, B. (2021). Customer Satisfaction: Service Quality or Product Quality (Case Study at Fast Food Restaurant in Jabodetabek). Binus Business Review, 12(2), 165–176. https://doi.org/10.21512/bbr.v12i2.6672
Liu, P., & Tse, E. C. (2018). Exploring Factors on Customers’ Restaurant Choice: An Analysis of Restaurant Attributes. British Food Journal, 120(10), 2289–2303. https://doi.org/10.1108/bfj-10-2017-0561
Liu, W.-K., Lee, Y.-S., & Hung, L.-M. (2016). The Interrelationships Among Service Quality, Customer Satisfaction, and Customer Loyalty: Examination of the Fast-Food Industry. Journal of Foodservice Business Research, 20(2), 146–162. https://doi.org/10.1080/15378020.2016.1201644
Mulyawan, I., Tulsi, K. E., & Rafdinal, W. (2022). Predicting Customer Loyalty of Local Brand Fast-Food Restaurant in Indonesia: The Role of Restaurant Quality and Price Fairness. Journal of Business Management Review, 3(10), 675–689. https://doi.org/10.47153/jbmr310.4162022
Parawansa, D. A. S. (2018). Effect of Commitment and Customers’ Satisfaction on the Relationship Between Service Quality and Customer Retention in Rural Banks in Makassar, Indonesia. The Journal of Management Development, 37(1), 53–64. https://doi.org/10.1108/jmd-12-2016-0303
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and Revisit Intentions at Fast Food Restaurants. Future Business Journal, 6(1). https://doi.org/10.1186/s43093-020-00021-0
Richardson, S., Lefrid, M., Jahani, S., Munyon, M. D., & Rasoolimanesh, S. M. (2019). Effect of Dining Experience on Future Intention in Quick Service Restaurants. British Food Journal, 121(11), 2620–2636. https://doi.org/10.1108/bfj-09-2018-0617
Sodeke, A. O., Opeoluwa, O., & Eletu, A. A. (2023). Impact of Service Quality of Selected Fast-Food Restaurants in Lagos State on Customer Patronage. Cijds, 06(02), 54–67. https://doi.org/10.26772/cijds-2023-06-02-04
Song, N. H., Wuryaningrat, N. F., Alia Farhanim binti Mohd Ibrahim, Kee, D. M. H., Alia Izzani binti Md Nasir, San, A. L. S., George, A., & Kawung, R. (2022). Manpower and Service Quality of Fast-Food Restaurant: KFC Restaurant. Journal of the Community Development in Asia, 5(1), 54–66. https://doi.org/10.32535/jcda.v5i1.1385
Suhartanto, D., Ali, M. H., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2018). Loyalty Toward Online Food Delivery Service: The Role of E-Service Quality and Food Quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Uddin, M. B. (2019). Customer Loyalty in the Fast Food Restaurants of Bangladesh. British Food Journal, 121(11), 2791–2808. https://doi.org/10.1108/bfj-02-2019-0140
Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence From Fast Food Industry in Malaysia. Administrative Sciences, 9(1), 4. https://doi.org/10.3390/admsci9010004
Zardi, H., Wardi, Y., & Evanita, S. (2019). Effect of Quality Products, Prices, Locations and Customer Satisfaction to Customer Loyalty Simpang Raya Restaurant Bukittinggi “Salero Nan Tau Raso.” https://doi.org/10.2991/piceeba2-18.2019.75
