SPSS

Chapter 1: Preparation of data files

Working example:
In this project, the research through purpose is about customer satisfaction towards franchise

restaurant which is Kentucky Fried Chicken (KFC). Sales means an increase in material possessions

through a legacy or valuable gift is forecast in a dream of going to sale; to dream of the sale of

personal belongings predicts an approaching increase in income. This research is also to focus on

how the KFC develop the quality of the food in order to identify the level of customer satisfaction.

You have developed a questionnaire that asks a number of questions rating to cover about the
customer satisfaction towards franchise restaurant. The variables you have measured include:
gender, age, status, hometown, programmed, service preference and satisfaction. For each case you
have assigned a participant identification number.

Variable name Label

Id not applicable
Gender 1 = male
2 = female
Age not applicable
Status 1 = single
2 = married
Hometown 1 = rural
2 = urban
Programmed not applicable
Service performance 1 = yes
2 = no
Satisfaction 1 = strongly disagree

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2 = disagree
3 = neutral
4 = agree
5 = strongly agree

To define a variable
1) Variable view, in the second blank cell of the Name column, type the second variable name,
i.e gender and press enter.
2) Click on Values column and then on the button on the right to open the Value Labels box.
Value: 1
Value Label: male
3) Click on Add.
4) Repeat this process for the second value.
5) Click on OK.

For this research, the research question would be:

a) Do services in franchise restaurants will influence the customer satisfaction?

b) Do franchise restaurants provide any kind of opportunity for customer to show their

complaint whether in a positive or negative way?

c) How the franchise restaurants give a service, which is able to fulfilled customer satisfaction?

Chapter 2: Descriptive Statistics

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Working example:
Entering Data
Id Gender Age Status Hometown Programmed Service1 Service2 Satis1 Satis2
1 Male 27 1 1 2 1 2 4 5
2 Female 34 2 1 3 1 1 5 3
3 Male 25 1 2 1 2 2 4 3
4 Male 30 2 1 3 2 1 5 5
5 Female 29 2 2 4 1 2 5 4
6 Female 27 2 2 6 2 2 3 4
7 Male 22 1 1 5 1 1 3 4
8 Male 28 1 1 6 2 1 5 5
9 Female 32 2 2 3 1 1 4 4
10 Male 26 2 2 2 2 2 4 3

To obtain a frequency table, measures of central tendency and variability

1) Select the Analyze menu.
2) Click on Descriptive Statistics and then on Frequencies
3) Select the variable(s) you require (i.e age) and click on the > button to move the variable
into the variable(s): box
4) Click on Statistics :
a) Percentile Values Quartile
b) Central Tendency Mean, Median, Mode
c) Dispersion Std. Dev , Min, Var, Max, Range
5) Click on Continue
6) Click on the Chart :
a) Histogram with normal curve.
7) Click on Continue and then OK.
To obtain the appropriate output for a categorical variable

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1) Select the Analyze menu.

2) Click on Descriptive Statistics and then on Frequencies
3) Select the variable(s) you require (i.e gender) and click on the > button to move the variable
into the variable(s): box
4) Click on Statistics:
a) Central Tendency Mode
5) Click on Continue
6) Click on the Chart :
a) Bar chart.
7) Click on Continue and then OK.

Significance of project

This study case is about the customer satisfaction towards franchise restaurant and had chosen

Kentucky Fried Chicken (KFC). The significance that can be clearly perceptible through the project

is divided onto three groups. This research discover as the first group that gained benefit from the

study. The second group is the KFC and lastly is the community.

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Descriptive Analysis

Std.
N Range Minimum Maximum Mean Deviation Variance
gender 92 1 1 2 1.42 .497 .247
age 92 2 1 3 1.90 .696 .485
status 92 1 1 2 1.10 .299 .089
hometown 92 1 1 2 1.46 .501 .251
program 92 6 1 7 4.11 2.130 4.538
fastfood 92 1 1 2 1.05 .228 .052
kfc 92 1 1 2 1.04 .205 .042
frequency 92 5 1 6 3.60 1.139 1.298
frequency2 92 1 1 2 1.55 .500 .250
partner 92 3 1 4 1.65 .831 .691
meal 92 1 1 2 1.72 .453 .205
spent 92 3 1 4 1.98 .663 .439
satisfaction 92 4 1 5 3.84 .816 .665
satisfaction2 92 3 2 5 3.96 .694 .482
satisfaction3 92 4 1 5 3.84 .868 .753
satisfaction4 92 3 2 5 3.97 .845 .713
Valid N (list wise) 92

This data statistic shows that our research result by using the SPSS in measuring each term which is

included in our questionnaire such as in term of gender, age and status. These terms will be

measured so that the value of range, minimum, maximum, mean, standard deviation, and variance

allow us to differ them and simultaneously can linked the high value from this data.

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Frequency Analysis

gender age status hometown program fastfood

N Valid 92 92 92 92 92 92
  Missing 2 2 2 2 2 2
Mean 1.42 1.90 1.10 1.46 4.11 1.05
Std. Deviation .497 .696 .299 .501 2.130 .228
Variance .247 .485 .089 .251 4.538 .052
Range 1 2 1 1 6 1
Minimum 1 1 1 1 1 1
Maximum   2 3 2 2 7 2
satisfaction satisfaction2 satisfaction3 satisfaction4
N Valid 92 92 92 92
  Missing 2 2 2 2
Mean 3.84 3.96 3.84 3.97
Std. Deviation .816 .694 .868 .845
Variance .665 .482 .753 .713
Range 4 3 4 3
Minimum 1 2 1 2
Maximum   5 5 5 5

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Frequency Table

Gender

Frequenc Valid Cumulativ

y Percent Percent e Percent
Valid male 53 56.4 57.6 57.6
female 39 41.5 42.4 100.0
Total 92 97.9 100.0
Missin System
2 2.1
g
Total 94 100.0

gender

80

60
Frequency

40

20

Mean = 1.42
Std. Dev. = 0.497
0 N = 92
0.5 1 1.5 2 2.5
gender

The table above shows the frequency gender, which is female and male, which is responsible as a

respondent. The researcher already distributed 100 questionnaires but from them, only 92

questionnaires received from the respondent. There are 53 for male respondent and 39 for female

respondent. The researcher also transforms the total of male respondent into percent, which is

56.4% while female respondent is 41.5%. As we can see the mean for the gender is 1.42 while Std.

Dev for the gender is 0.497.

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Chapter 3: Correlation
Working example:
In this project, the problem statement is to focus on the customer satisfaction towards franchise

restaurant that can affect the sales. In addition, this project is to find out how the franchise

restaurant develops their food to attract their customers.

In Malaysia, there are many franchise restaurants that competing each other to attract customer to

come to their outlets. They need to find a formula to ensure that customer was satisfied with their

business in term or services, the quality of food, the variety of meal, the taste of food, and all the

terms that can satisfied the customers. This research had conducted to find weather is customer

satisfied towards franchise restaurant in Shah Alam. We will explore what is customer satisfaction

itself, what is franchise restaurant, and how franchise restaurant can satisfy their customer.

To obtain a scatter plot

1) Select the Graphs menu
2) Click on Scatter
a) Simple
3) Click on Define
4) Select the first variable (i.e service1) and click on the > button to move the variable into the
Y Axis: box
5) Select the second variable (i.e satis1) and click on the > button to move the variable into the
X Axis: box
6) Click on OK

To obtain a bivariate Pearson product-moment correlation

1) Select the Analyze menu.
2) Click on Correlate and then on Bivariate
3) Select the variable(s) you require (i.e service1 and satis1) and click on the > button to move
the variables into the Variables: box

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4) Ensure that the Pearson correlation option has been selected

5) In the Test of Significance box, select the One-tailed radio button
6) Click on OK.

To conduct a partial correlation

1) Select the Analyze menu.
2) Click on Correlate and then on Partial
3) Select the variable(s) you wish to correlate (i.e age and satis1) and click on the > button to
move the variables into the Variables: box
4) Select the variable to be controlled (i.e service1) and click on the > button to move the
variables into the Controlling for: box
5) In the Test of Significance box, select the One-tailed radio button
6) Click on OK.

1.4 Theoretical framework

SERVICES
PROVIDED

WELL CUSTOMER
SATISFACTION INDE
ADVERTISED
OR TOWARDS
PROMOTION FRANCHISE
RESTAURANT

STRATEGIC
LOCATION

ATTRACTIVE
FACILITIES

PENDENT VARIABLES DEPENDENT VARIABLE

Dependent Variable

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The dependent variable is the variable of primary interest to the researcher. The researcher’s goal is

to understand and describe the dependent variable, or to explain its variability or to predict it. In the

other words it is the main variable that lends itself for investigation as a variable factor. Through the

analysis of the dependent variable, it is possible to find answer or solution to the problem. In this

study, the dependent variable is customer satisfaction.

This type of variable cannot be determined without involving with other factors that can influence

the customer satisfaction. It totally depends on the internal or external factors that can influence this

variable.

Independent Variable

An independent variable is one that influences the dependent variable in either a positive or

negative way. That is, when the independent variable is present, the dependent variable is also

present and with each unit of increase in the independent variable, there is an increase or decrease in

the dependent variable is accounted for by the independent variable. In this study, there state four

categories independent variable which are service provided, attractive facilities, well promotion and

the strategy location .All of this independent variable has ability to influence the dependent variable

that is consumer satisfaction.

Services provided give effect to the DV because it based on the way that each restaurant provides

their service in term of good customer services, fast services, clean, best quality of food, variety of

meal offered and offer 24 hour services.

Then, second IV is well advertised which is able give an influence to DV because advertisement is

the method to promote a brand-new product to a public. For example like KFC, they promote their

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food by using interesting advertisement so that it can attract customer such as affordable price and

so on.

Searching information
We used several methods in searching information. We used internet to get information about

company. We also used others people research as guided. We also depend on newspaper in getting

fresh information about the franchise restaurant that we studied. It is difficult for us to get

information about the franchise restaurant from the internet because the data is limited. We also

read lot of books about customer satisfaction in due to know details and get knowledge for this

study.

How data was collected or generated

Every time we perform our project, we have to make sure that we get data from our target which is
KUTPM’s student (customer), KFC restaurant (franchise restaurant) and generate the collected data.
Firstly, we have to surf the internet at www.kfc.com.my to see the background of KFC restaurant,
and try to find all about KFC restaurant such as their background, their organization, their
achievement, types of KFC meal, and so on

Chapter 4: T-test

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PROJECT DEVELOPMENT METHODOLOGY

Products and services geared to consumer interests in health, safety and environment have been

playing an increasingly important role in the franchising industry. In this study, fast-food product

category was narrowed to include only those fast-food restaurants oriented towards Mc Donald,

Burger King, Pizza Hut, Kentucky Fried Chicken, Starbucks and others.

The next step was to identify the attributes that could be used to reveal consumers’ perceptions of

the fast-food restaurants. Previous studies helped to determine the multi attribute criteria on which

consumers differentiate fast-food restaurants. Eleven attributes were elicited from the literature:

1. Price

2. Friendliness of personnel

3. Variety of menu

4. Service speed

5. Well advertise

6. Cleanliness

7. Convenience

8. Business hours

9. Delivery service

10. Attractive decoration

11. Parking facilities

POPULATION

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In this research, we target population is the customers that go to franchise restaurants in Shah Alam.

The study population was the franchise restaurants in Shah Alam, both male and female within the

age range of 18-35 years old. The study was targeted to student of University College of

Technology and Management Malaysia (KUTPM).

SAMPLING DESIGN

In this study, we have use convenience sampling design that is questionnaire and observation and

also using quantitative method. This is because, by using this sampling design, we can obtain quick

information to get a “feel” for the phenomenon or variables of interest. Our sampling design was

very easy and quick to collect data for our research.

Sample size

In this study, the sample size is selected randomly from each level of student University College of

Technology and Management Malaysia (KUTPM) that are the Bachelor in Business; Diploma in

Management; Foundation in Business. We just give our questionnaire to anybody within this

selected level of student to collect information about “Customer Satisfaction towards Franchise

Restaurant”.

Data Analysis

In analyzing the differentiation data, nominal data, and interval data between respondent based on

their such as gender, age group, and status with customer satisfaction towards franchise restaurant

by using ANOVA. Then, the result of research will be in graph and chart by using SPSS.

To conduct a one sample test

1) Select the Analyze menu.

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2) Click on Compare means and then on One sample test

3) Select the variable you require (i.e service1) and click on the > button to move the variables
into the The Variable(s): box
4) In the test value: box type the mean score (i.e 10.5)
5) Click on OK.

To conduct a repeated measures t-test

1) Select the Analyze menu.
2) Click on Compare means and then on Paired-sample T test
3) Select the variable you require (i.e service1 and satis1) and click on the > button to move the
variables into the Paired Variable(s): box
4) Click on OK.

To conduct an independent groups t-test

1) Select the Analyze menu.
2) Click on Compare means and then Independent-sample T test
3) Select the variable(s) (i.e service1) and then click on the > button to move the variables into
the Test Variable(s): box
4) Select the grouping variable(s) (i.e gender) and click on the > button to move the variables
into the Grouping variable: box
5) Click on the Define Groups
6) In the Group 1: box, type the lowest value for the variable (i.e 1) then tab enter the second
value for the variable (i.e 2) in the Group 2: box
7) Click on Continue and then OK.

To screen for normality

1) Select the Analyze menu.

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2) Click on Descriptive Statistics and then Explore

3) Select the dependent variable(s) (i.e service1 and service2) and click on the > button to
move the variables into the Dependent list: box
4) Select the grouping variable(s) (i.e gender) and click on the > button to move the variables
into the Factor list: box
5) Click on OK.

Chapter 5: One-Way between groups ANOVA

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DATA COLLECTION METHOD

There were 2 types of data that have been collected which are primary data and secondary data.

These data were most important because it had enabled us to further analyze and determine the

customer satisfaction towards franchise restaurants.

Primary Data

Questionnaires were distributed in Shah Alam area and we had distributed the 100 pieces of

questionnaires among student of KUTPM in selected level of study. The questionnaire contained

attribute by brand questions, pair wise comparisons of fast-food outlets, frequency of purchase,

dollar amount of purchase, products purchased, and comprehensive demographics and socio-

economic factors section.

Observation that we had done is under no participant-observer which are we may collect the

needed data in that capacity without becoming an integral part of the organizational system. We had

observed the people that had been entered into all that type of outlets and measure their interest in

order to satisfy themselves. Normally, the data obtained through observation of events as they

normally occur are generally more reliable and free from respondent bias. It is easier to note the

effects of environmental influences on specific outcomes.

Ways to analyze result.

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SPSS is to per form calculations, analyze information and manage lists in spreadsheet or web page

by using SPSS. We was used Microsoft Office to elaborate the result that we from the survey. First

we put the data that we want into a column in SPSS and then we used the functions that SPSS

offered that can changes the data that we plot to any column of our variable. We can changes the

data to table, figure and chart the table is to compare values across categories then we use histogram

to display the contribution of each value to a total.

We used histogram because we want compare value across categories such as between yes or no,

our respondent home town whether rural or urban, our respondent status like single or married, to

investigate their level’s status of satisfaction towards franchise restaurant.

Then from the histogram, we can also know value of total and see the satisfaction level among the

respondent to see which one of them have a higher percents in their satisfaction toward franchise

restaurant and agree that customer prefer Kentucky Fried Chicken as a favourite franchise restaurant

that can fulfilled their satisfaction. After we change the data and transfers it to table, figure and

graph, we copied the entire table, figure and our histogram graph then paste to Microsoft Office

Word to elaborate and explain what the graph and table is all about.

Working example:

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To conduct a one way ANOVA with a post-hoc analysis

1) Select the Analyze menu.
2) Click on Compare means and one way ANOVA
3) Select the dependent variable(s) (i.e service) and then click on the > button to move the
variables into the Dependent List: box
4) Select the independent variable(s) (i.e satis1 and satis2) and then click on the > button to
move the variables into the Factor: box
5) Click on the Options
6) Click on the check boxes for Descriptive and Homogeneity of variance
7) Click on Continue
8) Click on the Post-hoc
9) Click on the check box for Tukey.
10) Click on Continue and then OK.

Hypotesis

Ho : All means are equal.

H1 : All means are not equal.

Anova table

Sum of Mean
Model Squares df Square F Sig.
1 Regression 1.858 4 .464 1.060 .381(a)
Residual 38.099 87 .438
Total 39.957 91

a. Predictors: (Constant), satisfaction4, satisfaction, satisfaction3, satisfaction2

b. Dependent Variable: spent

F ratio = 1.060

Fα, V1, V2 = F0.05, 4, 87 ≈ 2.48

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Reject Ho if Fα > F ratio

Result : Reject Ho at α = 0.05

Conclusion : We confident that 95% means are not equal.

Normal P-P Plot of Regression Standardized Residual

Dependent Variable: spent

1.0

0.8
Expected Cum Prob

0.6

0.4

0.2

0.0
0.0 0.2 0.4 0.6 0.8 1.0
Observed Cum Prob

This graph shows that there is positive relationship between spent and satisfaction and it grow
upward from left to right. This proved our research is successful.

Chapter 6: Multiple Regressions

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To conduct a standard (simultaneous) regression analysis

1) Select the Analyze menu.
2) Click on Regression and then on Linear
3) Select the dependent variable (i.e service1) and then click on the > button to move the
variables into the Dependent: box
4) Select the independent variable(s) (i.e satis1 and satis2) and then click on the > button to
move the variables into the Independent(s): box
5) In the Method: drop down list, ensure that Enter is selected.
6) Click on Statistics
a) Estimates and Model fit
b) Case wise diagnostics
- Outliers outside 3 standard deviations
7) Click on Continue
8) Click on the Plots
9) Select *ZRESID and click on the > button to move the item into the Y: box
10) Select *ZPRED and click on the > button to move the item into the X: box
11) In the Standardized Residual Plots box, select the Normal probability plot check box.
12) Click on Continue
13) Click on the Save
14) In the Distances box, select the Mahalanobis check box
15) Click on Continue and then OK

To conduct a stepwise regression analysis

1) Select the Analyze menu.
2) Click on Regression and then on Linear
3) Select the dependent variable (i.e service1) and then click on the > button to move the
variables into the Dependent: box
4) Select the independent variable(s) (i.e satis1 and satis2) and then click on the > button to
move the variables into the Independent(s): box
5) In the Method: drop down list, ensure Stepwise is selected.

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6) Click on Statistics
a) Estimates and Model fit
7) Click on Continue and then OK.

To conduct a hierarchical regression analysis

1) Select the Analyze menu.
2) Click on Regression and then on Linear
3) Select the dependent variable (i.e service1) and then click on the > button to move the
variables into the Dependent: box
4) Select the independent variable you have chosen to enter first (i.e service2) and then click on
the > button to move the variables into the Independent(s): box
5) Click on Next
6) Select the next independent variable you have chosen to enter (i.e gender) and then click on
the > button to move the variables into the Independent(s): box. You will notice that the box
above reads Block 2 of 2.
7) Click on Statistics
a) Estimates and Model fit
b) R squared change
8) Click on Continue and then OK.

Result of the research

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Spent

Valid Cumulative
Frequency Percent Percent Percent
Valid <RM10 18 19.1 19.6 19.6
10-30 61 64.9 66.3 85.9
31-50 10 10.6 10.9 96.7
ABOVE RM50 3 3.2 3.3 100.0
Total 92 97.9 100.0
Missing System 2 2.1
Total 94 100.0

spent

70

60

50
Frequency

40

30

20

10
Mean = 1.98
Std. Dev. = 0.663
0 N = 92
0 1 2 3 4 5
spent

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The table above shows how much our respondent spent in every purchase. We provide the

estimated amount to make it for our respondent to answer this question. The amount is less than

RM10, between RM10 to RM30, between RM31 to RM50 and above RM50 in every purchase.

There are 18 respondents or in total percentage, 19.1% spent less than RM10. There are 61

respondents or in total percentage, 64.9% spent within RM10 to RM30. There are 10 respondents or

in total percentage, 10.6% spent within RM31 to RM50. Lastly, there are 3 respondents or in total

percentage, 3.2% spent more than RM50. The mean for total spent each of our respondents is 1.98

while the Std Div. for the total spent of each of our respondent is 0.663.

Satisfaction

Valid Cumulative
Frequency Percent Percent Percent
Valid STRONGLY
1 1.1 1.1 1.1
DISAGREE
DISAGREE 4 4.3 4.3 5.4
NEUTRAL 21 22.3 22.8 28.3
AGREE 49 52.1 53.3 81.5
STRONGLY
17 18.1 18.5 100.0
AGREE
Total 92 97.9 100.0
Missing System 2 2.1
Total 94 100.0

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satisfaction

50

40
Frequency

30

20

10

Mean = 3.84
Std. Dev. = 0.816
0 N = 92
0 1 2 3 4 5 6
satisfaction

The tables above show about the variable services that can fulfill customer satisfaction towards our
selected franchise restaurant, which is KFC. A feedback from our respondent show that only 1
respondent or in total percentage is 1.1%, strongly disagree with the variable services that can fulfill
his or her satisfaction. 4 respondent or in total percentage is 4.3%, disagree with the variable
services that can fulfill their satisfaction. 21 respondent or in total percentage is 22.3%, neutral with
the variable services that can fulfill their satisfaction. 49 respondent or in total percentage is 52.1%,
agree with the variable services that can fulfill their satisfaction. 17 respondent or in total
percentage is 18.1%, strongly agree with the variable services that can fulfill their satisfaction. The
mean for this type of question is 3.84 and Std. Dev is 0.816.

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Chapter 8: Research opinion

Correlation

satisfaction satisfaction2 satisfaction3 satisfaction4

Satisfaction Pearson
1 .686(**) .459(**) .295(**)
Correlation
Sig. (1-tailed) . .000 .000 .002
N 92 92 92 92
Satisfaction2 Pearson
.686(**) 1 .590(**) .354(**)
Correlation
Sig. (1-tailed) .000 . .000 .000
N 92 92 92 92
Satisfaction3 Pearson
.459(**) .590(**) 1 .427(**)
Correlation
Sig. (1-tailed) .000 .000 . .000
N 92 92 92 92
Satisfaction4 Pearson
.295(**) .354(**) .427(**) 1
Correlation
Sig. (1-tailed) .002 .000 .000 .
N 92 92 92 92
** Correlation is significant at the 0.01 level (1-tailed).

4
s a tis fa c tio n

2 2.5 3 3.5 4 4.5 5

satisfaction2

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4
satisfaction

1 2 3 4 5
satisfaction3

These graphs above show that the correlation among satisfactions based on section 3 in

questionnaire, which is able to get a final result for this research. The graphs above show only the

correlation of certain satisfaction that is satisfaction1, satisfaction2, and satisfaction3. It was based

on the percentage that was depending on each result in questionnaire from the respondent.

Thus, the high value of percentage will be monitored. Therefore, from this research, the most

satisfaction that was satisfied among respondent is satisfaction2, which is the percentage, is 57.4%.

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ANOVA table

Sum of Mean
Model Squares df Square F Sig.
1 Regression 1.858 4 .464 1.060 .381(a)
Residual 38.099 87 .438
Total 39.957 91

c. Predictors: (Constant), satisfaction4, satisfaction, satisfaction3, satisfaction2

d. Dependent Variable: spent

F ratio = 1.060

Fα, V1, V2 = F0.05, 4, 87 ≈ 2.48

Reject Ho if Fα > F ratio

Result : Reject Ho at α = 0.05

Conclusion : We confident that 95% means are not equal.

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Hypothesis

H0 : All means are equal.

H1 : All means are not equal.

Normal P-P Plot of Regression Standardized Residual

Dependent Variable: spent

1.0

0.8
Expected Cum Prob

0.6

0.4

0.2

0.0
0.0 0.2 0.4 0.6 0.8 1.0
Observed Cum Prob

This graph shows that there is positive relationship between spent and satisfaction and it grow
upward from left to right. This proved that our research and all that related to our hypothesis are
true and successful.

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Conclusion

This study was designed to investigate the customer satisfaction towards franchise restaurant

(KFC). From this study, the factors that influence customer satisfaction are including the

independent variables: Service provided, well advertised or promotion, strategic location, Attractive

facilities. The results of this study, most of the customers are satisfied with KFC because this is

based on the result in previous graphs.

Recommendation

I recommend to the student of IPTA and IPTS to use this research as a guideline for while doing

their research about franchise restaurant. This is because of this research is completely details based

on graph and result that proved customer was satisfied with KFC. By the result of this research,

KFC can measure their customer satisfaction level so that it can maintain their quality and service

within Asia.

Lastly, this research can be used as a reference and guideline for new entrepreneur in Malaysia who

is interested in managing the franchise restaurant.

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Questionnaire (sample)

Title : University College of Technology & Management Malaysia Students

Preferences towards choosing franchise restaurant.

Purpose : This survey is undertaken to measure the student of KUTPM preferences toward

fast food restaurant. Your response to this survey will identify the level of satisfaction among the

student and help to produce a greater understanding to this fast food company in attracting more

customers.

Note : This survey is meant for research purpose only. All data collected and analyzed

from it will be treated with the strictest confidentially.

THANK YOU VERY MUCH TO PARTICIPATE IN THIS RESEARCH.

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Section A: Demographic Profile.

Please tick ( / ) in the appropriate box or write your answer on the space provided.

1) Gender: Male

Female

2) Age group: < 20

20 – 22

23 – 25

3) Status: Single

Married

4) Hometown: Rural

Urban

5) Programmed: v BIB DIM

BIA DIA

BBM DMLT

Others:

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Section B: Services Preference.

Please tick ( / ) in the appropriate box or write your answer on the space provided.

6) Have you been to any fast food restaurant?

Yes (If yes, go to questions 7)

No

7) Do You like franchise restaurant like KFC?

Yes

No

8) How frequent do you go to this restaurant?

Daily

Between 3 to 6 times a week

Twice a week

Once a month

Twice a month

Once a year

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9) When do you prefer to go?

Weekdays

Weekend

10) With whom do you prefer to go?

Friends

Family

Special friend

Alone

11) How would you like to have your meal?

Take away

Dinning in

12) How much do you spent for every purchase?

< RM 10

RM 10 – RM 30

RM 31 – RM 50

Above RM 50

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Section C: Satisfaction towards franchise restaurant.

List below are 13 statements pertaining to your satisfaction toward fast food restaurant that you

have used. For each statement, please circle the corresponding number which best describe your

satisfaction.

Strongly Disagree Disagree Neutral Agree strongly agree

1 2 3 4 5

1. Service provided

Good customer services 1 2 3 4 5

Fast services 1 2 3 4 5

Clean 1 2 3 4 5

Best quality of food 1 2 3 4 5

Variety of meal offered 1 2 3 4 5

Offer 24 hour services 1 2 3 4 5

2. Well advertised or promotion

1 2 3 4 5
Affordable price
1 2 3 4 5
Best quality of food
1 2 3 4 5
Well advertised
1 2 3 4 5
Well known restaurant

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3. Strategic location
1 2 3 4 5
Strategic location

4. Attractive facilities
1 2 3 4 5
Attraction decoration
1 2 3 4 5
Comfortable environment

Thank you

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