restaurant served quickly and can be taken

┬árestaurant in Klang Valley. Data collected has been analyses by usingCHAPTER 1 INTRODUCTIONThis section includes the background of the study, the problem statement, the objectives of the research, research questions, significant of study, the scope of the study as well as the definition of main variables.1.1 Background of StudyFast food restaurants are universally and expected to be expanding and growing over the years. The food is served quickly and can be taken away or eaten on the premises. Customers are expected to finish quickly and usually clear up after themselves. Fast food is associated with international brand names, for example: McDonald’s and Kentucky Fried Chicken (KFC) (Leidner, 2002, pp. 11, 12). Fast-food business is one of the most common business mainly in developed countries showed that delivers food process more quickly than any other system other restaurants and it takes time to prepare food and ready to eat and or submit to customers (Khan, 2012). In addition, Fast food restaurant and cooked in bulk in advance and constantly reheated to consumers. Most fast-food restaurants, (also known as “Quick Service Restaurants” or QSR) is part of a restaurant chain or franchise operations, and standardized foodstuffs shipped to each restaurant from central locations. According to Ali et al., 2012, the concept of fast food is provide customers portable and instant meals, without spending much time in waiting the food to be served and consumed.Within the American food industry, the leading fast food chains include McDonald’s (the quintessential fast food chain), Burger King, Subway, Taco Bell, Wendy’s, KFC, and Arby’s. As this list implies, hamburgers, other sandwiches, Mexican-style foods, and fried chicken are standard fare in the American fast food industry.1Customer satisfaction can be defined with the use of two basicconcepts which is transaction based satisfaction and cumulative satisfaction. Transaction based satisfaction is based on the evaluation of a specific purchase once the customer selection has been made and the product has been purchased. On the other hand, cumulative satisfaction is based on the overall experience after the purchase and use of the product or services over a certain period of time (Anderson, Formelo, Lehmann, 1994). With respect to the definitions above, the former is more suitable for the authors of this article,