Determinants of customer satisfaction of fast food restaurants in Faisalabad
2015
Samin, T.
Customer satisfaction has a vital role in the splendid achievement of a business, whether it deals with service or a product. All businesses need to increase number of customers considerably and to retain their existing customers. To achieve this objective, the target customers need to be satisfied from the organization. To explore this relationship, present study investigated the impact of food and service quality, food variety, convenience, tangible, promotion and price on customer satisfaction in the fast food industry. For this purpose, two local brands i.e. SAMS and Fri Chicks were compared with two international brands i.e. KFC and McDonalds. This study would provide assistance to the marketing managers of fast food chains in understanding factors affecting the customer satisfaction and how they can enhance the customer satisfaction? To examine this issue, a sample of 200 consumers had been taken through convenience sampling from fast food restaurants. Descriptive statistics and logistic regression was used to analyze the data. The results show that there is a significant relationship between customer satisfaction and food & service quality, food variety, convenience, tangibles promotion and price, which will not only help to satisfy the customers but also to retain them with their increased sales and profits.
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