Dear Valued Respondent,
I am a full-time postgraduate student at the University of Malaya, currently conducting
research for my Master of Marketing (MMkt) dissertation. I kindly invite you to participate in
a brief survey exploring the impact of Corporate Social Responsibility (CSR) initiatives on
consumer behavior in the fast-food industry, focusing on brand image, customer trust, and
loyalty. This study targets Chinese fast-food consumers aged 18 to 65 who have visited fast
food outlets within the past three months.
Please be assured that all information you provide will be used solely for academic purposes
and will be kept strictly confidential and anonymous. We ask that you answer all questions
honestly and thoughtfully. The survey should take approximately 10 to 15 minutes to
complete. Your valuable input will greatly contribute to the success of this research.
If you have any questions or require further information, please do not hesitate to contact me
or my supervisor.
Thank you very much for your time and participation.
Best regards,
YU BOYANG(MMkt Candidate)
Faculty of Business and Economics
University of Malaya 50603 Kuala Lumpur, Malaysia
Email: 23102160@siswa.um.edu.my
Supervised by,
Professor Dr. Yusniza Kamarulzaman
Department of Management and Marketing
Faculty of Business and Economics
University of Malaya 50603 Kuala Lumpur, Malaysia
