Companiesâ€™ Perspectives on Factors Affecting Consumer Satisfaction in Fast-Food Restaurant using Fuzzy AHP
Keywords:Fuzzy AHP, customer's satisfaction, fast-food restaurant, quality of service, customer's expectation
In today's world, the fast-food restaurant has become a popular sort of eatery. The fast-food industry's expansion is always changing in response to customer requests in order to meet their needs. As a result, clients have a wide range of fast-food restaurants to choose from in order to satiate their hunger. Clients' contentment with restaurants will influence not just the image of the establishments, but also the services offered by their employees as they strive to entertain and deliver the best possible service to their paying customers. However, the competition between the restaurants have caused certain restaurants to gain lower profits as the customersâ€™ satisfaction is not fulfilled for certain factors. Price, food quality, service quality, restaurant atmosphere, promotion, customer expectations, and brand are all elements to consider. This study was conducted to analyse the importance of factors in customer satisfaction in a fast-food restaurant in Perlis. In this study, the method applied is the Fuzzy Analytical Hierarchy Process (AHP) to rank the factors that have a high impact on customer satisfaction. The selected fast-food restaurants were McDonald (McD), Kentucky Fried Chicken (KFC), Pizza Hut, Dominoâ€™s Pizza, Marrybrown, and Subway. The primary data collected through the questionnaire were analysed by experts, the manager of the fast-food restaurant selected. The findings show that in a fast-food restaurant, the quality of service with 0.2188 of normalized weight is the most important factor in customer satisfaction, and the price with 0.0436 of normalized weight is the least significant. The role of the manager and the staffs were thus evidently more important in customer satisfaction than the price offered.
Akhtar, N., & Rehman, A. U. (2014). Factors Affecting Customer Satisfaction in Banking Sector of Pakistan. International Review of Managment and Business Research, 3(2), 1014â€“1025.
Dotoli, M., Epicoco, N., & Falagario, M. (2020). Multi-Criteria Decision Making techniques for the management of public procurement tenders: A case study. Applied Soft Computing, 88, 106064. https://doi.org/10.1016/J.ASOC.2020.106064
Jovcic, S., Prusa, P., Samson, J., & Lazarevic, D. (2019). a Fuzzy- Ahp Approach To Evaluate the Criteria of Third -Party Logistics (3Pl) Service Provider. International Journal for Traffic and Transport Engineering, 9(3), 280â€“289.
Karki, D., & Panthi, A. (2018). How Food Quality, Price, Ambiance and Service Quality Effects Customer Satisfaction: A study on Nepalese Restaurants in Finland. 1â€“68.
Khan, S., Hussain, S. M., & Yaqoob, F. (2013). Determinants of Customer Satisfaction in Fast Food Industry A Study of Fast Food Restaurants Peshawar Pakistan. Studia Commercialia Bratislavensia, 6(21), 56â€“65.
Kecek, G., & Gurdal, H., (2016). Determination of Preference Ranking of Fast Food Companies with Analytic Hierarchy Process: An Application in Dumplupinar University. European Journal of Business and Management,8(5), 28-34.
Prascevic, N. & Prascevic, Z. (2016). Application of fuzzy AHP method based on eigenvalues for decision making in construction industry. Tehnicki vjesnik, 23 (1), 57-64. https://doi.org/10.17559/TV-20140212113942.
Putra, M. S. D., Andryana, S., Fauziah, & Gunaryati, A. (2018). Fuzzy analytical hierarchy process method to determine the quality of gemstones. Advances in Fuzzy Systems, 2018.
Qin, H., & Prybutok, V. R. (2009). Service quality, customer satisfaction, and behavioral intentions in fast-food restaurants. International Journal of Quality and Service Sciences, 1(1), 78â€“95.
Velazquez, M. A., Claudio, D., & Ravindran, A. R. (2010). Experiments in multiple criteria selection problems with multiple decision makers. International Journal of Operational Research, 7(4), 413â€“428. https://doi.org/10.1504/IJOR.2010.032419.
How to Cite
Copyright (c) 2021 Journal of Computing Research and Innovation
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.