Abstract
A fast food restaurant is a growing business and with the time evolving the pattern of eating habits is changing. Therefore, many people have started opting for fast food which is an appealing phenomenon for them. This research is conducted to evaluate the pattern of fast food and the customer satisfaction encompassing various factors. The analysis of the customer satisfaction encompasses independent variables which leads to consumer satisfaction and showcases the fast food trend. It is Karachi centric; target sample is from South Urban Region by the customers.The variables of this study are Quality of Service, Pricing, Ambiance and Quality of Food which are considered as independent. Age and Gender are part of Demographics. According to the IBIS World report on “Industry Market Research Report 2018”, the Global Food Industry has grown over the period of five years despite the change in factors such as consumer tastes and a recovering global economy. With the increase in disposable income the spending increased by the consumers on luxuries such as dinning out. In result of this the fast food operators started to gain benefits by providing full-service restaurants. The trend of Five years revealed growth by 3.5% in the Global Fast Food industry by generating revenue of $668bn in 2018 (IBISWORLD 2018). Since the trend of five years revealed the growth in fast food restaurant chains similarly this research has revealed the trend of fast food restaurant in Karachi Urban South region. McDonalds and KFC are the most preferred fast food chains because their customers are satisfied with the ambiance, pricing and quality of food which drives them to opt for the particular restaurant. For the results generation regression analysis have been applied which revealed significance of three independent variables and the interferential and descriptive analysis have also been implied. Keywords: customer satisfaction, price, quality of food, and ambiance DOI : 10.7176/JMCR/55-06 Publication date : April 30 th 2019
Highlights
IntroductionCustomer satisfaction is one of the foremost concepts to measure the performance of a business
Background of the StudyCustomer satisfaction is one of the foremost concepts to measure the performance of a business
The research conducted in past have revealed that customer retention and satisfaction are going to be a focus of online shopping and tourism, business sector and fast food industry, education and technology (Yeji, 2012; Susan, 2005; Sameul, 2004; Ong and Wai 2013)
Summary
Customer satisfaction is one of the foremost concepts to measure the performance of a business. In past ample of studies were conducted on customer satisfaction targeting the developed countries such as America and Finland (Wadud, 2012; Wei, 2003; Ah keng 2012). Most of the researches are conducted in the field of customer satisfaction depending upon the findings among the countries such as China, Nigeria and Thailand (Lim, 2009; Fateemoh 2012; Ashim, 2011). On the contrary there have been limited researches conducted on European countries. The research conducted in past have revealed that customer retention and satisfaction are going to be a focus of online shopping and tourism, business sector and fast food industry, education and technology (Yeji, 2012; Susan, 2005; Sameul, 2004; Ong and Wai 2013)
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