The roles of price perception and physical environment in determining customer loyalty: evidence from fast food restaurant of Malaysia
Over the last decade, fast food restaurant in Malaysia has witnessed immense growth and it is now catering to almost 100 million profits. In order to sustain customer loyalty, fast food restaurants are striving to achieve high customers’ satisfaction through improved of facilities and better price. This study investigated the impact of physical environment and price perception on customer’s loyalty in fast food restaurant of Malaysia.