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

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

doi:10.32535/jcda.v9i3.5058

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

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

Abstract

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.

Keywords

Customer Satisfaction; KFC; Product Quality; Restaurant Atmospherics; Service Efficiency; Young Generation

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DOI: https://doi.org/10.32535/jcda.v9i3.5058