THE STUDY ON THE SATISFACTION OF CUSTOMERS FOR SERVICE QUALITY OF THE FAST FOOD RESTAURANTS IN THAI NGUYEN CITY

Abstract

The fast food market in Viet Nam has witnessed the first appearance about a dozen years ago. However, the fast food market was faint at that time with only two well-known brands, including KFC and Lotteria. Along with the trend of socio-economic and cultural integration as well as the changes of the food preferences of people, especially in youth, from traditional restaurants to fast food shops, the fast food markets have gained the breakthrough developments with the well-known brands such as: BBQ being a fast-food brand from Korea, Jollibee from Philippines, Pollito coming from India and PizzaHut. Thai Nguyen market has become the paradise of the famous fast-food brand, such as Jollibee and BBQ. With the increasing number of fast food outlets, customers will have more choices. How to retain old customers and attract new customers? These are extremely important questions for the snack restaurants in Thai Nguyen. Therefore, the study of customer satisfaction with the quality of service at fast food outlets to improve food quality, service quality has very important significance.