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

Nur Rosmelisa Binti Yusof; Nur Faizah Binti Jefri; Nur Aleeya Mai Sarah Binti Azman; Nur Alya Fitrifarisya Binti Muhamad Kama; Nur Badrina Izani Binti Mohamed Abu Baka; Gaurish Maarban; Sharavan S. Shetty; Daisy Mui Hung Kee

doi:10.32535/jcda.v9i3.5070

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

Nur Rosmelisa Binti Yusof, Nur Faizah Binti Jefri, Nur Aleeya Mai Sarah Binti Azman, Nur Alya Fitrifarisya Binti Muhamad Kama, Nur Badrina Izani Binti Mohamed Abu Baka, Gaurish Maarban, Sharavan S. Shetty, Daisy Mui Hung Kee

Abstract

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.

Keywords

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

Full Text:

PDF

References

Abeykoon, H. N. (2024). The impact of service quality on customer satisfaction and customer loyalty in multinational fast-food restaurants: A case study based on KFC Liverpool, UK. The International Journal of Business Management and Technology, 8(4), 173–187. https://www.theijbmt.com/archive/0958/2000736615.pdf

Ahmed, F., Rahman, M. A., Mia, M. S., & Magazzino, C. (2026). Service quality and customer satisfaction in the fast-food industry of Malaysia. Journal of Cultural Analysis and Social Change, 11(1), 1754–1769. https://www.researchgate.net/publication/398935509_Service_Quality_and_Customer_Satisfaction_in_The_Fast-Food_Industry_of_Malaysia

Ali, M. A., Ali, S., Fareed, Z., Khan, A. U., & Ahmad, W. (2021). The role of customer satisfaction in restaurants: Evidence from emerging markets. Journal of Hospitality and Tourism Management, 49, 27–35. https://doi.org/10.1016/j.jhtm.2021.08.002

Aminuddin, A. (2021). An effect of product quality on customer satisfaction at KFC fast food restaurant branch Titi Kuning. International Journal of Economic, Technology and Social Sciences (Injects), 2(2), 547–553. https://www.researchgate.net/publication/372402668_AN_EFFECT_OF_PRODUCT_QUALITY_ON_CUSTOMER_SATISFACTION_AT_KFC_FAST_FOOD_RESTAURANT_BRANCH_TITI_KUNING

Amoako, G., Martins, A., de Heer, F., & Caesar, L. D. (2025). Service quality and customer satisfaction: The moderating effect of innovation at KFC. International Journal of Business Excellence, 36(1), 70–92. https://doi.org/10.1504/IJBEX.2025.146053

Bire, A. M. D., Fanggidae, R. P. C., & Nyoko, A. E. L. (2021). Customer satisfaction and quality of service at KFC Kupang. Advances in Economics, Business and Management Research, 197, 678–681. https://doi.org/10.2991/aebmr.k.211124.122

Bulochova, V., Redmond, C., Evans, E. W., Haven-Tang, C., & Welsh, E. (2024). Methods and measures in food service food safety research: A review of the published literature. Heliyon, 10(4), e25798. https://doi.org/10.1016/j.heliyon.2024.e25798

Ganatra, V., Teoh, K. B., Sapian, N. B., Kee, D. M. H., Ud, N. A. M., Zulkepli, N. D., Mokhtar, N. F. F., & Jaiswar, K. (2021). Contributing factors to customer loyalty in fast-food restaurants: A study of KFC. Advances in Global Economics and Business Journal, 2(2), 33–45. https://doi.org/10.51748/agebj.v2i2.33

Han, H., Lee, K. S., & Kim, W. (2022). The role of servicescape in enhancing customer experience and revisit intention in the food service industry. International Journal of Hospitality Management, 102, 103178. https://doi.org/10.1016/j.ijhm.2022.103178

Hanaysha, J. (2016). The effect of food quality, price fairness, and physical environment on customer satisfaction at fast food restaurants in Kathmandu. Journal of Asian Business Strategy, 6(2), 31–40. https://www.researchgate.net/publication/403396252_The_Effect_of_Food_Quality_Price_Fairness_and_Physical_Environment_on_Customer_Satisfaction_in_Fast_Food_Restaurants_in_Kathmandu

Khairunnisa, N. A., Fahreza, M. R., & Haikal, M. D. (2025). The influence of price and taste on consumer preferences: A study of various fried chicken outlets. Young Journal of Social Sciences and Humanities, 1(1), 238–248. https://journal.sufiya.org/index.php/yjssh/article/view/238

Mahendri, W., Darsono, J. T., & Firdiansjah, A. (2020). The influence of religiosity and halal label through halal awareness on purchase decisions. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(3), 1739–1746. https://doi.org/10.33258/birci.v3i3.1105

Oh, Z. J., Utama, A. A. G. S., Ong, W. H., Kee, D. M. H., Mane, G., Ganatra, V., Oh, J., Ong, L. Z., & Munisvarar, P. A. A. (2021). Factors influencing the customer dining experience and retention at Marrybrown in Malaysia. International Journal of Applied Business and International Management, 6(3), 86–101. https://www.researchgate.net/publication/358370059_Factors_Influencing_the_Customer_Dining_Experience_and_Retention_at_Marrybrown_in_Malaysia

Rumagit, M. C. N., Song, N. H., Farzana, A., Kee, D. M. H., Annaletchumi, A., Zuraya, A., Sofea, A., & Nathania, N. (2022). A study on factors affecting customer satisfaction at McDonald’s restaurants. International Journal of Tourism and Hospitality in Asia Pasific, 5(1), 55–70. https://www.researchgate.net/publication/366149010_A_Study_on_Factors_Affecting_Customer_Satisfaction_at_McDonald's_Restaurants

Singh, A., & Nanda, P. (2022). Comparing factors influencing loyal consumption behavior towards fast-food restaurants. Indian Journal of Marketing, 52(6), 41–58. https://doi.org/10.17010/ijom/2022/v52/i6/169835

Soma Nath, S., & Agarwal, R. (2023). Impact of servicescape on customer perception and satisfaction in restaurant settings. Journal of Foodservice Business Research, 26(4), 456–472. https://doi.org/10.1080/15378020.2023.2174567

Tiangco, P. M., Ellasos, J. V., Palabrica, J. B., & Mesina, J. B. (2026). Operational efficiency, customer satisfaction, and customer loyalty of fast food restaurants in Sampaloc, Manila: A study among Generation Z consumers. International Journal for Multidisciplinary Research, 8(3). https://www.researchgate.net/publication/405200199_Operational_Efficiency_Customer_Satisfaction_and_Customer_Loyalty_of_Fast_Food_Restaurants_in_Sampaloc_Manila_A_Study_Among_Generation_Z_Consumers

Yanti, W. D., Haris, R. A., & Yoga, Y. F. (2025). The influence of product quality, price, and location on customer satisfaction at KFC Probolinggo. JUMAD: Journal Management, Accounting, & Digital Business, 3(1), 24–31. https://www.researchgate.net/publication/394851276_The_Influence_of_Product_Quality_Price_and_Location_on_Customer_Satisfaction_at_KFC_Probolinggo

Yo, P. W., Kee, D. M. H., Yu, J. W., Hu, M. K., Jong, Y. C., Ahmed, Z., Gwee, S. L., Gawade, O., & Nair, R. K. (2021). The influencing factors of customer satisfaction: A case study of Shopee in Malaysia. Estudios de Economía Aplicada, 39(12), 1–16. https://doi.org/10.25115/eea.v39i12.6839

DOI: https://doi.org/10.32535/jcda.v9i3.5070

Refbacks

There are currently no refbacks.

Copyright (c) 2026 Nur Rosmelisa Binti Yusof, Nur Faizah Binti Jefri, Nur Aleeya Mai Sarah Binti Azman, Nur Alya Fitrifarisya Binti Muhamad Kama, Nur Badrina Izani Binti Mohamed Abu Baka, Gaurish Maarban, Sharavan S. Shetty, Daisy Mui Hung Kee