Customer Satisfaction in Fast Food Industry: A Case Study of Mysore

This research is focused to find what are the key success factors for fast food industry in region of Mysore District. Customer satisfaction plays a pivotal role in success of every business organization whether it is meant for a product or a service. Every business needs not only to retain its current customers but also to expand customer's base significantly and it is possible only when target customer is fully satisfied from company on some parameters. Fast food concepts developed very rapidly in last few years in Mysore District. The objective of the study is to find out the essential factors or determinants of customers’ satisfaction in the restaurant industry of Mysore District. There are two variables discussed in this study, i.e. independent and dependent variables. Customer satisfaction in fast food industry showing dependency on service quality, Product Quality, Physical Design, Price, Customer satisfaction, Physical Environment, Taste and Promotion. The various statistical tools used to analyze the primary data were Correlation coefficients, multiple linear regressions. ANOVA, and Regression Co-efficient. Findings of the study show that service quality and physical design are the key factors for satisfaction in fast food industry in Mysore District.