Comparative Study on Consumer Satisfaction towards Select Branded Quick Service Retail Outlets with Special Reference to Chennai City

In today's competitive world, consumer satisfaction has become one of the most strategic tools for measuring the success of the firm. This paper aims at exploring the factors influencing consumer's satisfaction towards branded fast food outlets in Chennai city. The factors includes Variety of product, Quality of product, accuracy of service, delivery time, Store location, Staff courtesy, ambient conditions and overall satisfaction. It also aims at comparing selected quick service retail outlets. Descriptive research is adopted for this study. Structured questionnaire was used to collect data. The universe of population includes respondents from Chennai city who are the customers of KFC, Dominos, Subway, Pizza Hut and Mc Donald's. The samples were identified using convenience sampling. The total sample size is 253. The responses are analysed using SPSS and results were presented using percentage distribution, cross tabulation, mean and standard deviation, chi square and ANOVA. The major findings of the study are quality of product is more mportant and there is an association between branded retail outlets and overall satisfaction.