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All Journal Journal of the Community Development in Asia
Nur Alya Fitrifarisya Binti Muhamad Kama
Universiti Sains Malaysia
Humanities

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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 Badrina Izani Binti Mohamed Abu Baka Nur Faizah Binti Jefri Nur Rosmelisa Binti Yusof Sharavan S. Shetty