Driving Customer Satisfaction: The Influence of Product Quality, Service Efficiency, and Restaurant Atmospherics Among Young Consumers

Nur Rosmelisa Binti Yusof (Universiti Sains Malaysia)
Nur Faizah Binti Jefri (Universiti Sains Malaysia)
Nur Aleeya Mai Sarah Binti Azman (Universiti Sains Malaysia)
Nur Alya Fitrifarisya Binti Muhamad Kamal (Universiti Sains Malaysia)
Nur Badrina Izani Binti Mohamed Abu Bakar (Universiti Sains Malaysia)
Gaurish Maarban (Universiti Sains Malaysia)
Sharavan S. Shetty (Universiti Sains Malaysia)

Journal of the Community Development in Asia
Vol 9, No 3 (2026): September 2026

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.