DETERMINANTS OF CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY OF KARACHI.

Abstract

Purpose He purpose of this research is find a* relationship betwra, food qu„itywjcc quality,physical atmosphere,fairness of price and customer satisfaction in fas, food indushy of Karach, and to find ou, which factor has the most impact on customer satisfaction,!, is necessary for the managers of fast food restaurants to understand the extent to which customers are satisfied with their overall performance in such a competitive industry. Methodology/sample This causal study is based on quantitative data collected through close ended questionnaire.The sample size set was 384 out of which 380 responses were filled and returned by the respondents completely and were used for further analysis. Cronbach’s Alpha Pearson Correlation and Multiple Regression were applied through SPSS for data analysis. Findings The results reveal that food quality,service quality,physical atmosphere and fairness of price have a significant and positive relationship with customer satisfaction in fast food industry of Karachi.Service quality have the most impact on customer satisfaction followed by food quality,physical atmosphere and fairness of price having the least impact in comparsion. Practical Implications The results of this study can help the managers of fast food restaunmt to lean, the importance of thei, overall performance of the restaurant based on customer satis6ction.lt would help , x ootiofarrinn is indeed related to quality of them understand that customer satis . „ _r in other words these factors are playing significant food,service,atmosphere and pricing or in a ran become aware of the factors that are most responsible for causing customer satisfaction and then develop more attractive attract and retain customers as the competition is intense