The consequence of food quality and atmosphere in fast food towards customer satisfaction

Abstract

The study focuses on the relationship between food quality and atmosphere in fast-food restaurants and the role of both towards customer satisfaction. High competition among fast-food restaurants has created a robust and creative approach to keep customers. Five hundred questionnaires were distributed, but only 265 were valid for data processing. Data were collected using survey method customer was chosen based on a purposive approach. The survey used 7 point Likert scales where customers may need to select from 1= strongly disagree, and 7 = strongly agree. Data was then processed using Smart PLS. The results indicate that both variables play an essential role in customer satisfaction. The results hint that the service provider can never enjoy their current market situation as the competition is very tough, and customer behavior changes rapidly.