THE TOP PRIORITY OF FACTORS AFFECTING THAI FAST FOOD CUSTOMER SATISFACTION IN THAILAND

Abstract

Due to a high competitive market in fast food industry, fast food restaurants are more concerned about customer satisfaction. Therefore, the purpose of this research paper is to prioritize the top three factors affecting fast food customer satisfaction and also to investigate their perception and expectation. In order to study fast food customer satisfaction, the theory of this research is based on the concept of relationship between perception and expectation. The research uses a qualitative approach and the data was collected by in-depth interview. The interview was conducted at KFC restaurant with 15 Thai respondents in the age group of 15-29 years old. This study revealed that “taste of food, fast service and cleanliness” were considered as the most important factors to the customer satisfactions in fast food restaurants. Seat availability was viewed as the second rank, followed by price as the third rank. KEY WORDS: Customer satisfaction / Fast food restaurant / Perceptive dimension /