{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,31]],"date-time":"2025-12-31T20:00:28Z","timestamp":1767211228012,"version":"build-2065373602"},"reference-count":148,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2022,4,22]],"date-time":"2022-04-22T00:00:00Z","timestamp":1650585600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100003093","name":"Ministry of Higher Education","doi-asserted-by":"publisher","award":["RACER\/1\/2019\/STG06\/UMS\/\/1"],"award-info":[{"award-number":["RACER\/1\/2019\/STG06\/UMS\/\/1"]}],"id":[{"id":"10.13039\/501100003093","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>Restaurant image refers to an immediate perception that pops up in a customer\u2019s mind when the name of a restaurant is mentioned. Therefore, it is crucial for restaurants, including fast-food restaurants (FFRs), to evaluate and sustain a positive restaurant image. However, evaluating and improving a restaurant\u2019s image is challenging, since it counts in multiple service attributes associated with various degrees of unknown priority. Even so, the existing literature is yet to outspread the usage of an appropriate multi-attribute decision-making (MADM)-based approach to specifically evaluate the image of FFRs. Therefore, this research aimed at employing such an approach to evaluate the image of four FFRs on an island in East Malaysia, using various people, processes, and physical evidence attributes. Firstly, an initial list of FFR image attributes was elicited from the available literature. This initial list was then further validated through a two-round Delphi survey involving a panel of ten experts. A questionnaire was then designed based on the finalized attributes, and data collected from a sample of 251 respondents were analyzed using the compromised-analytical hierarchy process (C-AHP) method. The C-AHP results suggest that the strategies to improve an FFR\u2019s image should primarily incorporate the following six attributes: hospitality, employees\u2019 problem-solving skills, employees\u2019 knowledge, food taste, physical cleanliness, and service response time. The FFR at the top of the ranking has the highest performance scores over these same six attributes. Surprisingly, employees\u2019 appearance and restaurant exterior were reported as the two least important image attributes. This research is the first to demonstrate the application of a hybrid MADM-based approach to uncover the weights of FFR image attributes and rank those FFRs by computing their aggregated image scores.<\/jats:p>","DOI":"10.3390\/info13050219","type":"journal-article","created":{"date-parts":[[2022,4,23]],"date-time":"2022-04-23T08:14:06Z","timestamp":1650701646000},"page":"219","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Making Informed Decisions to Improve Restaurant Image Using a Hybrid MADM Approach: A Case of Fast-Food Restaurants in an Island of East Malaysia"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3916-434X","authenticated-orcid":false,"given":"Anath Rau","family":"Krishnan","sequence":"first","affiliation":[{"name":"Labuan Faculty of International Finance, Universiti Malaysia Sabah, Labuan 87000, Malaysia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rizal","family":"Hamid","sequence":"additional","affiliation":[{"name":"Labuan Faculty of International Finance, Universiti Malaysia Sabah, Labuan 87000, Malaysia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ronia Yeap Siew","family":"Lin","sequence":"additional","affiliation":[{"name":"Maxfluids (M) Sdn. Bhd, Merinding Garden, Jalan OKK Daud, Labuan 87000, Malaysia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7057-2851","authenticated-orcid":false,"given":"Geoffrey Harvey","family":"Tanakinjal","sequence":"additional","affiliation":[{"name":"Labuan Faculty of International Finance, Universiti Malaysia Sabah, Labuan 87000, Malaysia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4136-4495","authenticated-orcid":false,"given":"Balan","family":"Rathakrishnan","sequence":"additional","affiliation":[{"name":"Faculty of Psychology and Education, Universiti Malaysia Sabah, Kota Kinabalu 88400, Malaysia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2022,4,22]]},"reference":[{"key":"ref_1","first-page":"14","article-title":"Consumers\u2019 preference and consumption towards fast food: Evidences from Malaysia","volume":"2","author":"Habib","year":"2011","journal-title":"Bus. 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