Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


How Much Efficient are the Fast-Food Restaurants to Achieve Customer Satisfaction in Bangladesh?

Author(s): Fazlul Hoque, Tahmina Akter Joya, Sajeeb Saha, Bisakha Dewan, Sauda Afrin Anny and Moriom Khatun

The study aimed to assess the operational efficiency level of the fast-food in achieving customer satisfaction by applying the stochastic frontier approach. In addition, the study attempted to figure out the five dimensions of the SURVQUAL model with the food quality as factors affecting customer satisfaction toward a fast-food restaurant and sources of the inefficiency of the restaurant to ensure customer satisfaction. Data of 160 customers consuming or taking the fast-food from 160 fast-food restaurants’ outlets were collected by using a structured questionnaire and face-to-face interview method. The data were analyzed by using the software frontier version 4.1. The study revealed that the efficiency among the restaurants varied from 0.47 to 1.00 with a mean efficiency score of 0.77 which signaled that the fast-food restaurants are fulfilling the customer’s need or expectation up to 77% and 23% of the need or expectations of the customers toward the fast-food remains unsatisfied. After that, food quality, reliability, tangibility, assurance, and empath affected customer satisfaction significantly. Finally, the inefficiency model had identified a few variables such as professional training of the staff, location of the outlet, unique recipe, and brand popularity as sources of inefficiency among the restaurants serving the fast-food.

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