Division of Agricultural Economics and ABM, SKUAST-Jammu, J&K (UT), India
*Corresponding author: ashishisher222@gmail.com (ORCID ID: 0000-0002-5628-5725)
Online Published on 31 August, 2022.
The paper entitled “Influential Factors on Customer Satisfaction: Case of Branded Fast Food Outlet in Jammu City” was carried out in Jammu city of J&K (UT). The research adopted a convenience sampling technique to carry out the survey. The primary data was collected from 100 respondents by filling up the pre-tested schedule-cum-questionnaire. The major findings of the study show that the factors like hospitality, advertisement, and price of the food at the branded retail outlets influence the overall customer satisfaction.
Majority of the respondents visiting the food outlet were satisfied with the pricing factor, preparation time, and environment of the outlet.
Customers visiting the outlet were having a tendency towards vegetarian food as compared to non-vegetarian foods.
Factors greatly influencing the customers’ satisfaction level were hospitality of the staff and advertisement attractiveness.
Customer satisfaction, Advertisement, Branded, Behavior
