Customer satisfaction as a predictor of repurchase: Evidence from Klang Valley

Abstract

This study investigates how customer satisfaction predicts Klang Valley residents’ intentions to repurchase local fried chicken products. Entrepreneurs often seek strategies to build customer loyalty and encourage repeat purchases. Consumers have various expectations, including service quality, food quality, and menu variety. Using a quantitative design with random sampling, a questionnaire was distributed to Klang Valley residents to gather objective insights on customer satisfaction predictions. A pilot test with 103 respondents aged 15 to 65 assessed the reliability of the instrument. Data analysis involved descriptive statistics, reliability testing, and Pearson correlation to examine the relationships between independent variables and repurchase intention. The results showed high reliability, with Cronbach’s alpha values exceeding 0.7, 0.8, and 0.9. Correlation analysis revealed a moderately positive relationship between food quality, service quality, menu variety, and customer satisfaction. This indicates that these factors influence customers’ intentions to repurchase local fried chicken products. The main aim of this study is to contribute to the existing literature on customer satisfaction and repurchase behaviour while providing insights for local entrepreneurs. By understanding the role of perceived value and satisfaction in shaping repurchase intentions, local businesses can develop effective strategies to enhance customer loyalty and competitiveness within the Klang Valley fried chicken market.