| dc.description.abstract | Customer satisfaction is an important strategic objective for retail industries.
In order to survive and achieve profitability, retailers need to have a good level of understanding of their customer’s needs and respond to customer's requirements to satisfy them. Although there are many factors relating to customer satisfaction, but most of previous empirical researches in this field tended to emphasize on only service quality. Hence, this study investigates three important factors including service quality, product quality and price fairness which are critical relating to customer satisfaction.
This study aimed to measure the customer’s perceptions toward service quality, product quality, and price fairness of KFC in Ho Chi Minh City. The main issue that was addressed in this study was whether customers are satisfied with product, service quality and price of KFC or not. The findings of this research are most useful to Managers who want to penetrate the fast-food market. This research also found out how product and service quality affect customer satisfaction and the relationship between
them.
The study was basically a survey that used both qualitative and quantitative approaches. The questionnaire utilized was based on the Transaction-specific satisfaction and SERQUAL instrument that identifies several dimensions in fast-food environment.
The findings indicate that most of respondents are not really satisfied with the price, product and service quality of KFC.
Generally, the study implies that KFC should improve their product and
services quality to be more successful in fast-food market. | en_US |
