Authors : Lam Weng Siew, Lam Weng Hoe, Liew Kah Fai and Chen Jia Wai
Abstract: The demand for fast food service is increasing dramatically now a days. Therefore, fast food restaurants are becoming the most visiting spot among the people. Fast food service plays an important role in this fast-paced world. Fast food restaurant is a provider of foods and beverage to the customers. McDonald, Kentucky Fried Chicken (KFC), Pizza Hut, Domino Pizza and Wing Zone are the main fast food restaurants in Malaysia. Price, customer service, environment, efficiency, flexibility and location are the major decision criteria in the selection of fast food restaurants. The objective of this paper is to determine the most preferred fast food restaurant among McDonald, KFC, Pizza Hut, Domino Pizza and Wing Zone with Analytic Hierarchy Process-Technique for Order of Preference by Similarity to Ideal Solution (AHP-TOPSIS) Model. Besides that, this study aims to identify the priority of decision criteria in the selection of fast food restaurants. AHP-TOPSIS Model is a decision making or business model which helps to identify the best alternatives based on multiple criteria. The results of this study show that McDonald is the most preferred fast food restaurant followed by KFC, Pizza Hut, Wing Zone and Domino Pizza. Furthermore, environment, customer service and efficiency are the most influential decision criteria in this study. The significance of this study is to identify the most preferred fast food restaurant in Malaysia and the most important criteria in decision making process. AHP-TOPSIS Model can be applied as a business model for the less favourable fast food restaurants to identify their potential improvements based on the most influential criteria in this study.
Lam Weng Siew, Lam Weng Hoe, Liew Kah Fai and Chen Jia Wai, 2018. An Empirical Study on the Preference of Fast Food Restaurants in Malaysia with AHP-TOPSIS Model. Journal of Engineering and Applied Sciences, 13: 3226-3231.