Customer Satisfaction Towards Quick Service Restaurants – A Study On KFC

The Quick Service Restaurant (QSR) industry has experienced exponential growth in India over the past decade, driven by urbanisation, rising disposable incomes, changing food preferences, and the proliferation of food delivery platforms. Among QSR brands operating in India, KFC (Kentucky Fried Chicken) has established itself as a dominant player with a strong brand presence, standardised menu offerings, and a loyal consumer base. Customer satisfaction is a critical metric for QSR brands as it directly correlates with repeat purchase behaviour, positive word-of-mouth, and long-term brand equity. This study examines customer satisfaction towards KFC with specific focus on the dimensions of food quality, service speed, pricing and value for money, restaurant ambience, staff behaviour, and digital ordering convenience. A descriptive research design was employed using a structured questionnaire administered to 150 respondents across urban areas. Statistical tools including percentage analysis, weighted average scoring, and chi-square tests were applied to analyse the data. Findings indicate that food quality and service speed are the two most significant determinants of customer satisfaction at KFC, while ambience and pricing emerged as moderately influential factors. The study identifies notable satisfaction gaps in the areas of waiting time during peak hours and customisation options. The results provide actionable insights for QSR managers and marketing strategists aiming to enhance service delivery, optimise customer experience, and build sustained brand loyalty in the highly competitive Indian fast food market.