Abstract
This primary objective of this study is to identify the determinants of customer satisfaction for KFC in Vietnam. Fast food industry developed rapidly in an emerging economy like Viet Nam. Current competition in Vietnamese fast food has required companies to pay more attention to customer satisfaction. Data is collected from KFC's customers in Ho Chi Minh City, Viet Nam. The research model is adopted from the SERVQUAL model (Parasuraman et al., 1988). The findings show that the main determinants of customer satisfaction of KFC Vietnam are Food Quality, Ambience, Price, Service Quality. Among these determinants, ambiance causes the most impact on customer satisfaction, following up by food quality and price. Managerial implications for KFC and other fast-food companies are discussed to improve customer satisfaction.
Highlights
KFC is one of the largest fast food franchises in the world
It is evident to conclude that Food Quality, Ambience, Price, Service Quality are four main determinants impact on customer satisfaction of KFC Vietnam
Fast food companies can design the appropriate marketing strategy since customers care about ambiance, food quality, and price
Summary
KFC is one of the largest fast food franchises in the world. Customer Satisfaction is the most critical factor which all fast food franchise needs to improve to create a higher degree of satisfaction for long term business, keeping a strong relationship with customers and increase customer loyalty (Deng at el, 2009). Wongmontha (2005) states that operators should learn about customer behavior through research to increase customer satisfaction, it helps understanding customer's decision-making process toward one product and operators can manage the business . Lotongkum (2004) showed that the great acknowledged of customer's behavior always results in better customer's satisfaction and customer's loyalty, increase the relationship between customer and franchise, service. To achieve high customer satisfaction, fast-food restaurants must do more research on multiple factors that influence on customer’s satisfaction
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