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KMID : 0665420190340040424
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Korean Journal of Food Culture
2019 Volume.34 No. 4 p.424 ~ p.431
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Determinants of Consumer Satisfaction in Fast Food Industry of Lahore Pakistan
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Ali Asma
Lee Jong-In
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Abstract
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The purpose of this study is to analyze and evaluate the key success factors for the fast food industry in the region ofLahore Pakistan. Fast food concept developed very speedily in the last few years in Lahore region. The success or failureof a fast food industry based on some factors like Physical environment, Brand-name, Food quality, Price, Taste,Promotional activity, Habitual consumption, Health threats, Consumer expectation, and Family meal. To identify which ofthese factors has a greater influence on consumer satisfaction, four fast food restaurants such as McDonald’s, PIZZA HUT,KFC, and subway were targeted randomly. The proposed research is quantitative in nature and for data collection; a randomsampling technique was used. A questionnaire survey answered by 273 people was considered in this research. Data havebeen analyzed through statistical techniques. It is observed that Brand name, Food quality, Physical environment, Healththreats, Price, Family meals, Habitual consumption, and Consumer expectation showed significant impacts on Fast foodindustry compared to other factors evaluated herein.
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KEYWORD
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Consumer satisfaction, fast food indus try, regression analysis, fast food consumption, family meals
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