Determinants of Customer Satisfaction in Fast Food Industry A Study of Fast Food Restaurants Peshawar Pakistan

• Authors: Shahzad Khan , Syed Majid Hussain , Fahad Yaqoob
• Languages of publication: EN

Abstracts

EN

This research is focused to find what are the key success factors for fast food industry in region of Peshawar Pakistan. Fast food concepts developed very rapidly in last few years in Peshawar region. The failure or success of a fast food industry based on some factors like Promotion, Service quality, Customer expectations, Brand, Physical Environment, Price, and Taste of the product. To find which of these factors has greater influence on consumer satisfaction, four fast food restaurants customers were targeted randomly. These four restaurants were KFC, CHIEF, ARBAIN CHICK, and PIZZA HUT. The data collected from the customers of these restaurants. The data collected from customers of these restaurants when the customers were in restaurants for refreshment. Total number of customers who were targeted was 120. From each restaurant 30 customers were targeted on availability basis. On the basis of their responses multiple regression and correlation test was applied. Findings of the study shows that service quality and brand are the key factors for satisfaction in fast food industry in Peshawar Pakistan.

Keywords

EN

Customer satisfaction; Fast Food Industry; Service Quality and Price

• Publisher: Sciendo
• Journal: Studia Commercialia Bratislavensia
• Year: 2013
• Volume: 6
• Issue: 21
• Pages: 56-65

Dates

published

2013-03-01

online

2013-07-09

Contributors

author

Shahzad Khan

• Lecturer; City University of Science & I-T, Peshawar Pakistan

author

Syed Majid Hussain

• BBA (Hons) student; City University of Science & I-T, Peshawar Pakistan

author

Fahad Yaqoob

• BBA (Hons) student; City University of Science & I-T, Peshawar Pakistan

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Identifiers

DOI

10.2478/stcb-2013-0002