Customer satisfaction and fast-food restaurants: an empirical study on undergraduate students

ABSTRACT The fast-food industry has grown in popularity in the last few decades around the world. In Vietnam, the demand for fast food is increasing. Moreover, fast-food restaurants are popular in Vietnam, especially in Da Nang. The purpose of this research is to use the DINESERV scale to evaluate the factors that impact customer satisfaction in fast-food restaurants in Da Nang. A total of 184 respondents of a university in Da Nang, Vietnam from an online survey were used to assess customer satisfaction in fast-food restaurants. The findings revealed that food quality is not a significant influence on customer satisfaction but service quality, price and physical environment have positive impacts. This paper provides potential ways for restaurateurs to improve customer satisfaction by improving their understanding of the roles of the price, service quality, and physical environment.