Investigate food quality towards customers satisfaction of fried chicken in Klang Valley

Abstract

Local fried chicken in Malaysia is a popular and diverse food offering that caters to a wide range of tastes and preferences. Significant research investigations have investigated the intricate details of customer satisfaction and repurchase intentions across diverse contexts, thereby revealing the multifaceted nature of consumer behavior. As the poultry industry expands, local fried chicken firms in Malaysia will need to adapt to changing customer demands and increased competition. The aim of this study is to develop a prediction model that identifies the critical factors affecting customer satisfaction and inclination to visit a nearby Malaysian fried chicken restaurant. This study also looks at what influences consumers' happiness and propensity to buy local fried chicken again. This study will focus on examining the factors that influence customer satisfaction and intention to repurchase a local product of fried chicken among adolescents and young adults aged 15 to 65 years old around Klang Valley. The study will use a quantitative methodology, including questionnaires and standardized psychological evaluations to gather data on forecasting consumer satisfaction and the likelihood of repurchasing a local fried chicken. This study aims to contribute to the existing literature on predicting customer satisfaction with local fried chicken and insight that can inform intervention and strategies to increase among adolescents and young adults in this local market.