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Determinants of Customer Satisfaction in Quick Service Restaurants as Predictors of Customer Repurchase Intention Towards Quick Service Restaurants in India

AVAHAN: A Journal on Hospitality and Tourism

Volume 5 Issue 1

Published: 2017
Author(s) Name: Goldi Puri, Mahesh Kumar | Author(s) Affiliation: Asst. Prof., Institute of Hotel & Tourism Mgt., Maharshi Dayanand Univ., Rohtak, Haryana, India.
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Abstract

Restaurant industry in India is facing so many challenges one of them is the ever-growing volume and competitions of foreign brands and Indian brands of restaurant. Excellent service quality offers to customer’s results in increase level of satisfaction and revisit of customers and increase profit of the company. The main aim of this study to investigate what determinants of customer satisfaction in quick service restaurants as predictors of customer repurchase intention towards quick service restaurants in India, many foreign origin and Indian origin quick service restaurant chain rapidly increase their outlets in urban and metro cities. Five quick service restaurants chain of Delhi NCR selected such as (Mc Donald’s, Dominos, Haldiram’s, Bikanerwala and Shreerathnam) on the basis of convenience and data filled by those customers who have availed the services of quick service restaurants for refreshment from one of outlets of each quick service restaurant chains in Delhi NCR . Total customers focused were 150. Thirty customers from each outlet of restaurant were selected those who want to participate in the survey and all questionnaires 150 out of 150 was filled 100 % by customers. Linear regression analysis was applied to analyze data. The results of the study shown that Food quality determinants is most significant factor in customer satisfaction and Individual Attention is least factor in customer satisfaction.

Keywords: Restaurant Customer Satisfaction, Quick Service Restaurant, Food Quality and Customer Intention to Return

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