Project Abstract

This research is focused to find what are the key success factors for fast food industry in region of South west Lagos. Fast food concepts developed very rapidly in last few years in South West region. The failure or success of a fast food industry based on some factors like Promotion, Service quality, Customer expectations, Brand, Physical Environment, Price, and Taste of the product. To find which of these factors has greater influence on consumer satisfaction, four fast food restaurants customers were targeted randomly. These four restaurants were KFC, CHIEF, ARBAIN CHICK, and PIZZA HUT. The data collected from the customers of these restaurants. The data collected from customers of these restaurants when the customers were in restaurants for refreshment. Total number of customers who were targeted was 120. From each restaurant 30 customers were targeted on availability basis. On the basis of their responses multiple regression and correlation test was applied.  Findings of the study shows that service quality and brand are the key factors for satisfaction in fast food industry in Lagos. 

 Key words Customer satisfaction, Fast Food Industry, Service Quality and Price

Project Overview

Introduction 

“Fast food” this term was recognized in dictionary by Merriam-Webster in year 1951 mostly we need small capital requirements to start a fast-food restaurant, small individually-owned fast-food restaurants have become common throughout the world. Franchises are the part of restaurants chains which operations is to provide standardize food stuffs to the different locations for example Pizza Hut, KFC, McDonald, Dunkin Donets, and many others. For starting any fast food business the capital requirements are relatively low than any other business. That is the reason all over the world individually owned fast food restaurants are increasing. The term fast food is use for the food which can be prepared and served quickly than any other meal, minimum preparation time is considered for fast food, generally, this term refers to food sale in restaurants and stores with low time preparation and served to customers in form of packaged for take away /takeout. This research was conduct to find out the factors for customer satisfaction. The feeling of pleasure and disappointment is known as Satisfaction. If the product was not satisfied person feelings then it will be dissatisfied, and if product satisfied person feelings after the use they will be satisfied. Customer is the key role in any business, without any customer it’s difficult to do business, and that’s the fact. It’s necessary to work closely with your customer. Because customer can also create your business. Customer is the major part of business and also in the market. Market where buyers and sellers meat. Business runs through customer, without the customer there is no business. Satisfaction is an individual feeling of pleasure or the disappointment, if their expectation level meats, their level of satisfaction also increasing but if not then disappointment comes. 

Customer satisfaction is very important for every organization; either they are service sector or the privet sector. It’s not every time to satisfy your customers. Because there are so many customers using products. And every customer uses it differently, take it differently, and speak it differently. The most dangerous part for any organization is word of mouth. You can’t stop every person’s mouth, even if you give your best of best, they still argue on your products which are not good for some time. Some customer likes your products and after use they speak good words for the product. But some use your product, and speak wrong word of mouth for the product.