The Impact of Food Quality on Customer Satisfaction: A Study of Fast-Food Business

Abstract

This study investigates the impact of food quality on customer satisfaction at KFC, focusing on key factors such as taste, packaging or presentation, and freshness. The primary objective is to analyze how these factors influence customer satisfaction and loyalty among KFC customers in Malaysia, India, and Indonesia. Data were collected through an online survey using Google Forms, targeting 150 KFC customers across the three countries. Respondents rated their experiences on a 5-point Likert scale, with the survey distributed via social media platforms like WhatsApp, Telegram, and Instagram. The results reveal that taste and customer loyalty significantly influence customer satisfaction, with taste having a β value of 0.262 and loyalty showing the strongest effect with a β value of 0.537. In contrast, packaging and freshness did not show a significant impact on satisfaction. The R² value of 0.637 indicates that 63.7% of customer satisfaction can be explained by these factors. In conclusion, the findings highlight the critical role of taste and loyalty in driving satisfaction at KFC, with implications for focusing on food quality and customer relationship strategies to enhance satisfaction and customer retention