International Journal of Applied Business and International Management
Vol 6, No 3 (2021): December 2021

Factors Influencing the Customer Dining Experience and Retention at Marrybrown in Malaysia

Zi Jian Oh (Batu Lanchang Vocational College)
Anak Agung Gde Satia Utama (Universitas Airlangga)
Wen Huey Ong (Universiti Sains Malaysia)
Daisy Mui Hung Kee (Universiti Sains Malaysia)
Gandhar Mane (Vivekanand Education Society'
s College of Arts, Science and Commerce)
Varsha Ganatra (Vivekanand Education Society'
s College of Arts, Science and Commerce)
Jinzun Oh (Universiti Sains Malaysia)
Li Zhen Ong (Universiti Sains Malaysia)
Prabawathy A/P Arulanantha Munisvarar (Universiti Sains Malaysia)

Article Info

Publish Date
20 Dec 2021

Abstract

Marrybrown is a Malaysian brand that develops steadily in Halal fast-food chains, which deliver great value products and exceptional quality service. Marrybrown has utilized its competitive advantages and successfully sustained itself among the competitors in the same market. This study investigates the factors influencing the customer dining experience and retention at Marrybrown in Malaysia. The research method is an online survey and analyzed using V-ONE. The findings indicated that food quality, location preference, menu innovation, restaurant environment, and service quality are important variables that affect the customer dining experience and customer retention at Marrybrown located in Malaysia. The findings provide suggestions for future research and improvement of the services provided by Marrybrown located in Malaysia.

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Journal Info
International Journal of Applied Business and International Management
Website

Abbrev

IJABIM

Publisher

AIBPM Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

The International Journal of Applied Business and International Management (IJABIM) is a peer-reviewed journal that provides a platform for scholars, professionals, and policymakers to share pioneering research in international business, management, and economics. Published quarterly, the journal ...