QR Code Link : Type : Thesis Subject : Social Sciences Main Author : Jeremy Kabinchong Title : The Impact and Relationship between Perceived Service and Product Quality to Brand Leadership for Fast-Food Restaurants in the QSR Industry Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : 2023 Physical Description : ii, 56 pages Notes : Project Paper Submitted in Partial Fulfilment of the Requirements For the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Guest : Click to view PDF file

Abstract : UNIRAZAK Library

The purpose of this study was to consider the impact of product quality and service quality on brand leadership. To achieve this, a hypothetical deductive study was employed to investigate the correlation between these variables. A quantitative approach was adopted, and data was collected through questionnaires completed by one hundred and seven consumers from the fast-food industry, selected using a sampling design. The research methodology employed in this study was carefully designed to ensure the validity and reliability of the results. Data collection was carried out through the use of the Statistic Package for Social Sciences (SPSS), which was used to further validate the measurement model and test hypotheses. The results of the study revealed a significant positive relationship between both product quality and service quality with brand leadership. This finding has important implications for businesses, as it highlights the critical role that product quality and service quality play in establishing brand leadership. In conclusion, this study provides valuable insights into the impact of product quality and service quality on brand leadership. By shedding light on the connection between these variables, businesses can use this information to develop strategies that will help them establish and maintain a strong brand leadership position in their respective markets

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