Abstract—Website is not just a vital tool to provide information to the fast-food customers but it could also manages transactions and customer relationship that lead to enhancing customer lifetime value. This paper disclosed the current adoption level of fast food operators in Malaysia in using websites to manage their customer relationship. Primary data collected through survey questionnaires were presented. Recommendations were made to the fast food operators in Malaysia in improving their websites’ features in order to effectively manage their customers’ expectations and relationship. Limitations and future directions of research are also highlighted.

Index Terms—Customer expectations and relationships, fast food operators, relationship marketing, retention.

I. Ali, A. Y. Cheng, and C. S. Hoong are with the Asia Pacific University College of Technology and Innovation (UCTI), Malaysia (email: ycaw@ucti.edu.my or ycaw@yahoo.com).

Cite: Ibrahim Ali, Aw Yoke Cheng, and Chuah Shee Hoong , "The Role of Fast-Food Websites in Managing Customer Relationships ," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 2, no. 1, pp. 072-076, 2012.