Driving Customer Satisfaction at KFC: The Influence of Product Quality, Service efficiency, and Restaurant Atmospherics on the Young Generation

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 Kama (Universiti Sains Malaysia)
Nur Badrina Izani Binti Mohamed Abu Baka (Universiti Sains Malaysia)
Gaurish Maarban (Universiti Sains Malaysia)
Sharavan S. Shetty (Universiti Sains Malaysia)
Daisy Mui Hung Kee (Universiti Sains Malaysia, Penang, Malaysia)

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

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.