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All Journal Journal of the Community Development in Asia
Nur Rosmelisa Binti Yusof
Universiti Sains Malaysia
Humanities

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Driving Customer Satisfaction: The Influence of Product Quality, Service Efficiency, and Restaurant Atmospherics Among Young Consumers Nur Rosmelisa Binti Yusof; Nur Faizah Binti Jefri; Nur Aleeya Mai Sarah Binti Azman; Nur Alya Fitrifarisya Binti Muhamad Kamal; Nur Badrina Izani Binti Mohamed Abu Bakar; Gaurish Maarban; Sharavan S. Shetty
Journal of The Community Development in Asia Vol 9, No 3 (2026): September 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v9i3.5058

Abstract

This study examines the influence of Product Quality, Service Efficiency, and Restaurant Atmospherics on Customer Satisfaction among young KFC consumers in Malaysia. A quantitative research design was employed, using purposive sampling to collect data through a structured questionnaire. The data were analyzed using SPSS through descriptive statistics, correlation analysis, and multiple regression analysis. The results show that the regression model explained 39.8% of the variance in Customer Satisfaction (R² = 0.398). Service Efficiency had the strongest significant positive effect on Customer Satisfaction (? = 0.351, p .01), followed by Restaurant Atmospherics (? = 0.340, p .01). In contrast, Product Quality showed a positive but non-significant effect (? = 0.079). These findings indicate that young consumers’ satisfaction is influenced more strongly by efficient service and the restaurant environment than by Product Quality. The study suggests that KFC should prioritize service efficiency and restaurant atmospherics while maintaining consistent product quality to enhance Customer Satisfaction and strengthen its competitiveness among young consumers.
Driving Customer Satisfaction at KFC: The Influence of Product Quality, Service efficiency, and Restaurant Atmospherics on the Young Generation Nur Rosmelisa Binti Yusof; Nur Faizah Binti Jefri; Nur Aleeya Mai Sarah Binti Azman; Nur Alya Fitrifarisya Binti Muhamad Kama; Nur Badrina Izani Binti Mohamed Abu Baka; Gaurish Maarban; Sharavan S. Shetty; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 9, No 3 (2026): September 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v9i3.5070

Abstract

This study aims to examine how product quality, service efficiency and restaurant atmospherics influence customer satisfaction among the young generation at KFC, identifying key factors that enhance their overall dining experience and satisfaction levels. This study adopts a quantitative methodology to examine the relationship between product quality, service efficiency and restaurant atmosphere on the customer satisfaction , particularly among the young generation. Data were collected through questionnaires from 200 KFC customers using purposive sampling and analyzed using SPSS software. For the younger generation, loyalty is "rented" rather than owned. While KFC relies on its signature recipe, Gen Z views a cold meal or a slow drive-thru as a reason to switch brands instantly. The challenges is balancing product quality with service efficiency and a modern atmosphere. We need to determine which of these factors actually keeps this techsavvy demographic from tapping their way to a competitor. By ensuring food is fresh and tasty, providing faster service, maintaining a clean and comfortable atmosphere, KFC can increase customer satisfaction that could attract more young customers in the future.
Co-Authors Daisy Mui Hung Kee Gaurish Maarban Nur Aleeya Mai Sarah Binti Azman Nur Alya Fitrifarisya Binti Muhamad Kama Nur Alya Fitrifarisya Binti Muhamad Kamal Nur Badrina Izani Binti Mohamed Abu Baka Nur Badrina Izani Binti Mohamed Abu Bakar Nur Faizah Binti Jefri Sharavan S. Shetty