Relationship between customer satisfaction and product quality in fast food industry: a case study of kfc in vietnam dành cho các bạn sinh viên ngành Anh văn thương mại đang làm báo cáo tốt nghiệp, Relationship between customer satisfaction and product quality in fast food industry: a case study of kfc in vietnam được kham khảo từ báo cáo tốt nghiệp đạt điểm cao hy vọng giúp cho các bạn khóa sau có thêm tài liệu hay để làm bài báo cáo thực tập của mình
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EXECUTIVE SUMMARY
Fast food industry is developing strongly in Vietnam with the landing of international brand names such as McDonald’s, Subway, Starbucks, Burger King, KFC, Popeye, Pizza Hut, Carl’s Jr, and so on. On the other hand, Vietnamese living standard has been increasing and people are more knowledgeable and open to the global with the willingness to absorb new trends and Western style. When formula to operate a fast food service is easily to be copied, fast food providers are competing in Product quality including physical aspect of the stores, reliability in providing right foods, right time, at right price; personal interaction with friendly employees and good procedures/ policies of operation management and handling problems. Accordingly, the study aims to answer questions of ‘What are influencers of customer satisfaction in fast food industry in Vietnam?’ and ‘What is the role of Product quality as an element of influencer set and its relationship to customer satisfaction in fast food industry in Vietnam?’.
To provide empirical findings answering those questions, the study, firstly, reviews related discussions and theory of product quality and customer satisfaction and their relations; and secondly conducts questionnaire-based survey with respondents who are KFC customers in HoChiMinh City, to gain opinions of fast food customers. Empirical results are found according to positivism philosophy, deduction approach and quantitative understanding. The final conclusion confirms the role of product quality’s factors including physical, reliability, personal interaction, problem solving and policy aspects on the final outcome of product quality linking to positive level of customer satisfaction.
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TABLE OF CONTENT
ACKNOWLEDGMENT EXECUTIVE SUMMARY TABLE OF CONTENT LIST OF FIGURES
LIST OF TABLES
Chapter 1: INTRODUCTION 1
1.1. Research background 1
Table 1.1. Types of fast foods 1
1.2. Justification of the study 2
1.3. Research question 3
1.4. Research objectives 3
1.5. Scope of the study 4
1.6. The structure of the study 4
1.7. Conclusion 5
Chapter 2: LITERATURE REVIEW 6
2.1. Introduction 6
2.2. Overview of product quality 6
2.3. Overview of customer satisfaction 7
2.3.1. Customers’ satisfaction 7
Table 2.1. Definition of customers’ satisfaction 9
2.3.2. Role of Customers’ satisfaction (CS) 9
2.4. Factors of product quality impacting on customer satisfaction 13
2.4.1. The relationship between physical aspect and customer satisfaction 13
2.4.2. The relationship between reliablity aspect and customer satisfaction 13
2.4.3. The relationship between personal interaction aspect and customer satisfaction 14
2.4.4. The relationship between problem-solving aspect and customer satisfaction 15
2.4.5. The relationship between problem-solving aspect and customer satisfaction 16
2.5. How to measure customers’ satisfaction 17
2.6. Literature review gap 18
2.7. Conceptual research model 19
2.8. Conclusion 19
Chapter 3: RESEARCH METHODOLOGY 21
3.1. Research philosophy 21
3.2. Research design 23
3.2.1. Research approach 23
3.2.2. Research method 24
3.3. Data collection 25
3.3.1. Data sources 25
3.3.2. Sampling technique and characteristics 26
3.3.3. Questionnaire 28
3.3.4. Pilot test of the survey 28
Table 3.1. Themes and questions allocation 29
3.5. Ethical issues 30
3.6. Validity and reliability 30
3.7. Chapter summary 30
Chapter 4: FINDINGS AND MEANINGS 31
4.1. Introduction 31
4.2. Sample profile 31
Table 4.1. Sample profile (N = 165) 32
4.3. Internal consistencies of PROQUA variables 33
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4.3.1. Criteria of reliability test and Factor analysis 33
4.3.2. Internal consistencies of PROQUA variables 33
Table 4.2. Internal consistency of PROQUA variables 34
4.4. Assessment of current product quality at KFC VN 36
Table 4.3. Performance of Product quality variables at KFC VN 37
4.5. Key influencers of Product quality at KFC VN 38
Table 4.4. Multiple regression of PROQUA model 39
4.6. Summary of key findings 40
4.7. Chapter summary 41
Chapter 5: CONCLUSION 42
5.1. Chapter introduction 42
5.2. Summary of studying process 42
5.3. Answering Research questions 43
5.4. Research recommendations 44
5.5. Limitations and implications for further studies 46
5.6. Chapter Conclusion 47
REFERENCE 48
Appendix
Appendix 1 : Questionnaire Appendix 2: Sample Profile
Appendix 3: Internal Consistencies of PROQUA variables Appendix 4: Multiple Regression of PROQUA Model at KFC VN
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