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ZENITH International Journal of Business Economics & Management Research
Year : 2012, Volume : 2, Issue : 8
First page : ( 251) Last page : ( 263)
Online ISSN : 2249-8826.

Exploring factors influencing customers’ satisfaction in Indian fast food industry

Chauhan Vinay*, Chib Sandeep Singh**

*Associate Professor, The Business School, University of Jammu

**Research Scholar, The Business School, University of Jammu

Online published on 18 August, 2012.

Abstract

Fast food industry has shown phenomenal growth because of innovation, quality control and competitive pricing. Fast food restaurants represent one of the largest segments of the food industry. Infact, it is generally agreed that food cultures do not remain static but are continually evolving and changing in response to different internal and external stimuli (Mennell, 1985; Molz, 2004). Hall and Mitchell (2000, 2002b) have emphasized that despite rapid globalization of the food market in many destinations, homogenization of production or consumption is not a certainty. In this industry, customer satisfaction is one of the most important strategic tools used for building a company's brand image. Further, the phenomenon of customer satisfactions in this industry is of critical importance for organizational success especially due to the heterogeneity of the product and the service involved as well as also due to the fast changing customers’ requirements. In many researches customer satisfaction has been probed as most important factor on overall firm's performance as it directly affect the flow and enormity of customer traffic of the fast food restaurants. This backdrop provides the rationale for conducting study to explore the factors influencing customer satisfaction in Indian Fast Food Industry, with the scope limited to the fast food companies namely Mc Donald, Pizza hut, KFC and Dominos located in National Capital Region (NCR) in India. The researchers have used self administered questionnaire derived from Customer Satisfaction Questionnaire (CSQ-8, C. Cilfford Attkisson 1979) and American Satisfaction Customer Index (ASCI, University of Michigan 1944). In the study, customer satisfaction were subjected to exploratory factor analysis and reduced to 9 factors. Correlation and Multiple Regression has been applied to evaluate the relationship between customer satisfaction and brand loyalty. This paper propounds some suggestions for adoption of strategies to enhance customer satisfaction in the fast food Industry. Finally, scope for further research and limitations of this study are also spelt out concisely.

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Keywords

Customer Satisfaction, Factors, Fast Food Industry.

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