Determinants of Customer Satisfaction at Fast Food Restaurants Located in Kishoreganj District of Bangladesh
Lima Nasrin Eni
To explore the determinants of customer satisfaction at Kishoreganj based fast-food restaurants in Bangladesh is the core objective of this research. The research design is descriptive and quantitative in nature where data was collected from 280 (sample size) frequent fast food experiencing customers comprising of students, job holders and others residing in Kishoreganj districts of Bangladesh, applying nonprobability convenience sampling technique through structured online survey questionnaire consisting of demographic data namely age, gender, occupation and income etc. and determinants of consumer satisfaction on five point Likert rating ranging from strongly disagree to strongly agree. Collected data was analyzed through multiple linear regressions by using statistical software SPSS version 20. Research findings show that at P < 0.05, four independent variables like price fairness (β =0.213), ambience (β =0.344), service quality (β =0.224), food quality (β =0.231), etc. are positively associated with dependent variable like customer satisfaction while one independent variable namely restaurant location (β =- 0.172), is negatively associated with customer satisfaction. Hence, H1 to H4 except H5 was supported. The paper also found that, among all the determinants, ambience with highest β =0.344 was the most influential determinant of customer satisfaction. Therefore, the research contributes to existing body of knowledge related to customer satisfaction at restaurant industry by highlighting the priority of selected determinants. Furthermore, it provides guidelines and suggestions for fast food restaurants to enhance customer satisfaction.
Keywords: Price fairness, Ambience, Service quality, Food quality, Restaurant location, Customer satisfaction.
|Title:||Determinants of Customer Satisfaction at Fast Food Restaurants Located in Kishoreganj District of Bangladesh|
|Author:||Lima Nasrin Eni|
|Journal Name:||International Journal of Science and Business|
|ISSN:||ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)|
|Issue publication (Year):||2022|
|Date of Publication:||01/01/2022|
|Paper Type:||Research paper|
Cite This Article:
Lima Nasrin Eni (2022). Determinants of Customer Satisfaction at Fast Food Restaurants Located in Kishoreganj District of Bangladesh. International Journal of Science and Business, 7(1), 1-12. doi: https://doi.org/ 10.5281/zenodo.5811089
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About Author (s)
Lima Nasrin Eni, Bangladesh Army University of Science and Technology, Saidpur, Nilphamari, Bangladesh.