THE FACTOR INFLUENCING CUSTOMER PREFERENCE TOWARDS INTERNATIONAL FOOD AND BEVERAGE FRANCHISE IN MALAYSIA

Authors

  • Yuhanis Mohamed Noor
  • Lu Man Hong
  • Fasihah Mohd Nasharuddin
  • Kong Moon Hong
  • Nursyamimi Aziz

Abstract

The Malaysia Government developed four main strategies based on National Franchise Development Blueprint (NFDB) for 2012 to 2016. Indeed, approximately 400 local franchise companies almost contributed RM 25.6 billion in 2015. Besides, food and beverage (F&B) conquer one of third market share in Malaysia. Therefore, this study is to identify the relationship of brand influence, product quality, and service quality towards customer preference for local food and beverage franchise in Malaysia. Therefore, this study was carried out in a quantitative way and 384 target respondents been selected. Based on the finding, three independent variables which are a brand influence, product quality, and service quality are positively related to customer preference towards international F&B franchise in Malaysia.

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Published

2018-06-30

How to Cite

Yuhanis Mohamed Noor, Lu Man Hong, Fasihah Mohd Nasharuddin, Kong Moon Hong, & Nursyamimi Aziz. (2018). THE FACTOR INFLUENCING CUSTOMER PREFERENCE TOWARDS INTERNATIONAL FOOD AND BEVERAGE FRANCHISE IN MALAYSIA. International Journal of Accounting, Finance and Business, 3(12). Retrieved from https://academicinspired.com/ijafb/article/view/99

Issue

Vol. 3 No. 12 (2018): Volume: 3 Issues: 12 [June, 2018]

Section

Articles