




































 Humanities and Social Science Research; Vol. 2, No. 2; 2019 
ISSN 2576-3024   E-ISSN 2576-3032 

https://doi.org/10.30560/hssr.v2n2p1 

 1 Published by IDEAS SPREAD 
 

The Determinants of Customer Satisfaction in Fast Food Industry: The 
Case Study of KFC Viet Nam 

Cuong Nguyen1, Duy Nguyen2 & Toan Do2 

1 Department of Marketing, Faculty of Business Administration, Industrial University of Ho Chi Minh City, Viet 
Nam 
2 Faculty of Business, University of Greenwich, UK 
Correspondence: Cuong Nguyen, Department of Marketing, Faculty of Business Administration, Industrial 
University of Ho Chi Minh City, Ho Chi Minh City, 70000, Viet Nam. E-mail: nguyenquoccuong@iuh.edu.vn 
 
Received: March 20, 2019; Accepted: March 31, 2019; Published: April 9, 2019 
 
Abstract 
This primary objective of this study is to identify the determinants of customer satisfaction for KFC in Vietnam. 
Fast food industry developed rapidly in an emerging economy like Viet Nam. Current competition in Vietnamese 
fast food has required companies to pay more attention to customer satisfaction. Data is collected from KFC's 
customers in Ho Chi Minh City, Viet Nam. The research model is adopted from the SERVQUAL model 
(Parasuraman et al., 1988). The findings show that the main determinants of customer satisfaction of KFC Vietnam 
are Food Quality, Ambience, Price, Service Quality. Among these determinants, ambiance causes the most impact 
on customer satisfaction, following up by food quality and price. Managerial implications for KFC and other fast-
food companies are discussed to improve customer satisfaction. 
Keywords: customer satisfaction, KFC, ambiance, price, service quality, food quality 
1. Introduction 
KFC is one of the largest fast food franchises in the world. KFC was founded in 1930, has 88 years of history. The 
headquarter is located at Texas, USA and they have 20.952 restaurants around the world. Revenue of KFC annually 
is around 23 million USD (KFCVietnam, 2018). Dimbleby and Vincent (2010) mentioned that a fast food 
restaurant has both good and bad side, however, with the developing countries and busy lifestyle, the benefit of 
fast food is shining and growing quick. Maze (2017) reported that the rising of the fast food industry directly 
influences on the growth of KFC in a positive way. According to Business Saigon (2011), Economy of Vietnam 
started to bloom in 1997 when the government changed the policies, KFC entered Vietnam first in 1997, and they 
aimed for introducing their franchise first. From 2009 to 2018, KFC brand become more famous, excellent 
customer satisfaction is the new goal to achieve. Customer Satisfaction is the most critical factor which all fast 
food franchise needs to improve to create a higher degree of satisfaction for long term business, also keeping a 
strong relationship with customers and increase customer loyalty (Deng at el, 2009). Wongmontha (2005) states 
that operators should learn about customer behavior through research to increase customer satisfaction, it helps 
understanding customer's decision-making process toward one product and operators can manage the business 
accordingly. Lotongkum (2004) showed that the great acknowledged of customer's behavior always results in 
better customer's satisfaction and customer's loyalty, increase the relationship between customer and franchise, 
service. Hence, to achieve high customer satisfaction, fast-food restaurants must do more research on multiple 
factors that influence on customer’s satisfaction.  
2. Literature Review and Hypothesis Development  
SERVQUAL is the research model that was created by multiple researchers: Parasuraman. A Leonard L. Berry 
and Valarie. Zin 1988. SERVQUAL has been using for multiple purposes such as researching and measuring the 
service quality in service sector all over the world. 
2.1 Customer Satisfaction 
The final result that every restaurant franchise wants to achieve is good customer satisfaction. The level of 
customer satisfaction is measured by the level which the customer feels the product/service fulfills their 
expectation. Excellent customer satisfaction will also increase return intention and better profit (Yuksel, 2002). A 
better fast food business always has better customer satisfaction score (Creel, 2006). Barker (1987) and Xu (2007); 



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(Parsa, 2014) mentioned that operators should put extra effort on some factors such as food quality, price, ambiance, 
service quality to improve the customer satisfaction in the restaurant business. 
2.2 Food Quality 
Food quality is the core factor, and that is the reason for customers to pick one restaurant over another. The Fresh 
and tasty ingredients play the leading role in food quality of restaurants (Soriano, 2002). Customers usually feel 
safer, more satisfied when using foods made by fresh materials.  KFC can compete with Vietnamese Food because 
according to Nguyen (2018), fast food from America is more trusted in Vietnam since the current quality of street 
foods of Vietnam are facing too many unhealthy problems. Therefore, with the cleaner foods and better service 
quality, KFC can compete with Vietnamese Foods. Clark and Wood (1996) after researched 31 participants and 
asked them what the most critical factors is between the speed of service, ambiance, foods, scale, environment and 
so on. Furthermore, 50% of participants picked food quality for their main reason to visit any restaurant. As a 
result, the first hypothesis of this study is stated as H1: Food Quality is positively related to customer satisfaction. 
2.3 Price 
Price usually comes along with value; all customers expect to see the fair exchange between value and payment. 
According to Kotler (1980), customers feel satisfied with the business only when the reasonable price can deliver 
the value they desired. KFC restaurant has the price lower than the traditional luxury restaurant in the USA 
(American Dining Data, 2017) That is the reason why customers pick KFC instead of other restaurants; the price 
competition also happens between fast food franchises. It is a challenge to set a reasonable price for all the dishes 
on the menu. Therefore, the second hypothesis of this study is stated as H2: Price is positively related to customer 
satisfaction. 
2.4 Ambiance 
Warren (2008) displayed the ambiance, environment of restaurant and detail's design strongly impact on customer 
perception and satisfaction; it also affects the recognition level with one brand. The design, concept of the 
atmosphere is fundamental to build a great fast food franchise (Bitner, 1992). Hence, the third hypothesis is stated 
as H3: Ambience is positively related to customer satisfaction. 
2.5 Service Quality 
Service quality stays on the second level of importance in customer satisfaction (Soriano, 2002). It acts as a bridge 
to connect food quality with ambiance, without good service quality, the ambiance and food quality are 
disconnected and unrelated. Warren (2008) displayed the strong connection between three factors: service quality, 
food quality and convenience of restaurants. All three influence on customer satisfaction and that also the reason 
why customers choose KFC over other franchise. Location and convenience of restaurants also support service 
quality (Kivela, 2002). Customers think good service quality must go along with near location and convenience 
(Mattila, 2002). Liu (2008) researched that courtesy of restaurant directly impact on customer feeling about one 
franchise, with a large number of employee (20.950) of KFC, courtesy, and behavior training are a big challenge. 
Therefore, the last hypothesis of this study is stated as the following: H4: Service Quality is positively related to 
customer satisfaction. 
3. Method 
The primary objective of this study is to find out what determinants have an impact on customer satisfaction of 
fast food restaurant in Vietnam in the case study of KFC. The data required for this study was conducted from the 
primary source only; this study collected data by using a structured survey questionnaire. The samples are 
customers of KFC Vietnam who visit KFC restaurant in Vietnam. Three hundred fifty-eight customers answered 
the survey, but only 310 results are acceptable. There are two variables discussed in this study, i.e., independent 
and dependent variables. Customer satisfaction in the fast food industry showing dependency on Food Quality, 
Price, Service Quality, Ambience. The Likert scale questionnaire was designed for collecting data from 358 
customers in Vietnam. The various statistic tools were used to analyze the primary data were Correlation 
coefficients, Multiple Linear Regressions, ANOVA, Regression Co-efficient. This study used the methodology as 
the primary research philosophy; research design is descriptive research design; research approach is the inductive 
approach; research method is a quantitative method. 
 
 
 
 



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List 1. All locations were used to collect primary data. 
No. KFC Restaurants District Participants (N) 
1 KFC Dinh Tien Hoang Binh Thanh 39 
2 KFC Nguyen Van Giai District 1 62 
3 KFC Le Van Viet District 9 15 
4 KFC Linh Chieu Thu Duc 12 
5 KFC Au Co District 11 23 
6 KFC Tan Son Nhi Tan Phu 49 
7 KFC Nguyen Thi Minh Khai District 1 31 
8 KFC Pham Ngoc Thach District 3 68 
9 KFC Hoang Hoa Tham Tan Binh 59 

 
Some locations received more feedback than other places because it has higher traffic and customers at that place 
were willing to answer the survey. 
4. Data Analysis 
The Correlation Coefficients displayed the reliability of data collected from participants. The Cronbach’s Alpha 
results showed that all the data is reliable, and participants answered accurately. Because the variables exceeded 
from 70% which is the standard of acceptance for reliability (Nunnally and Bernstein, 1994). 
 
Table 1. Correlation Coefficients 

Reliability Scale 
No. Variables Cronbach’s Alpha
1 Food Quality 0.879 
2 Ambiance 0.832 
3 Price 0.854 
4 Service Quality 0.737 
5 Customer Satisfaction 0.855 

 
The KMO for the second EFA test results 0.878 and Sig. is 0.000, different from the first EFA. This KMO is still 
on a good range according to Kaiser's scale (2002), it is over 0.7, and it proved the suitability to apply EFA to all 
16 questions (after rejected two questions). 
 
Table 2. KMO and Bartlett's Test 
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .878 

Bartlett's Test of Sphericity 
Approx. Chi-Square 2525.104 
df 120 
Sig. .000 

 
Table 3. Communalities 

 Initial Extraction 
FQ1 1.000 .639 
FQ2 1.000 .817 
FQ3 1.000 .628 
FQ4 1.000 .729 
FQ5 1.000 .690 
P1 1.000 .715 
P2 1.000 .779 
P3 1.000 .667 
P4 1.000 .679 
AM1 1.000 .685 
AM2 1.000 .553 



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AM3 1.000 .667 
AM4 1.000 .762 
SQ1 1.000 .556 
SQ2 1.000 .587 
SQ3 1.000 .731 

Extraction Method: Principal Component Analysis. 
 
Table 4. Total Variance Explained 

Co
m

po
ne

nt
 

Initial Eigenvalues Extraction Sums of Squared 
Loadings 

Rotation Sums of Squared 
Loadings 

To
ta

l 

%
 o

f 
Va

ria
nc

e 

Cu
m

ul
at

iv
e 

%
 

To
ta

l 

%
 o

f 
Va

ria
nc

e 

Cu
m

ul
at

iv
e 

%
 

To
ta

l 

%
 o

f 
Va

ria
nc

e 

Cu
m

ul
at

iv
e 

%
 

1 6.507 40.667 40.667 6.507 40.667 40.667 3.355 20.970 20.970 
2 1.873 11.707 52.374 1.873 11.707 52.374 2.859 17.871 38.842 
3 1.434 8.966 61.339 1.434 8.966 61.339 2.838 17.737 56.579 
4 1.070 6.688 68.027 1.070 6.688 68.027 1.832 11.449 68.027 
5 .806 5.038 73.065       
6 .669 4.183 77.248       
7 .594 3.711 80.959       
8 .481 3.009 83.967       
9 .467 2.917 86.884       
10 .415 2.596 89.480       
11 .333 2.082 91.562       
12 .325 2.031 93.594       
13 .300 1.875 95.468       
14 .280 1.748 97.216       
15 .273 1.704 98.920       
16 .173 1.080 100.000       
Extraction Method: Principal Component Analysis. 
 
Table 5. Component Matrixa 

 Component 
1 2 3 4 

FQ1 .751    
FQ2 .699    
FQ3 .692    
FQ4 .633    
FQ5 .762    
P1 .645    
P2 .707    
P3 .676    
P4 .575  .551  
AM1 .618    
AM2 .533    
AM3 .643    
AM4 .652 .501   
SQ1 .531    
SQ2 .562    
SQ3    .646 
Extraction Method: Principal Component Analysis.

a. 4 components extracted. 



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Table 6. Rotated Component Matrixa 
 Component 

1 2 3 4 
FQ1 .659    
FQ2 .869    
FQ3 .723    
FQ4 .838    
FQ5 .695    
P1  .762   
P2  .816   
P3  .732   
P4  .793   
AM1   .781  
AM2   .711  
AM3   .734  
AM4   .827  
SQ1    .647 
SQ2    .667 
SQ3    .833 
Extraction Method: Principal Component Analysis.  
Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 6 iterations. 
 
Table 7. Pearson Correlations 
 Customer Satisfaction FQ P AM SQ 

Customer Satisfaction 
Pearson Correlation 1 .800** .777** .785** .684**

Sig. (2-tailed)  .000 .000 .000 .000 
N 310 310 310 310 310 

FQ 
Pearson Correlation .800** 1 .557** .464** .399**

Sig. (2-tailed) .000  .000 .000 .000 
N 310 310 310 310 310 

P 
Pearson Correlation .777** .557** 1 .397** .381**

Sig. (2-tailed) .000 .000  .000 .000 
N 310 310 310 310 310 

AM 
Pearson Correlation .785** .464** .397** 1 .517**

Sig. (2-tailed) .000 .000 .000  .000 
N 310 310 310 310 310 

SQ 
Pearson Correlation .684** .399** .381** .517** 1 
Sig. (2-tailed) .000 .000 .000 .000  
N 310 310 310 310 310 

**. Correlation is significant at the 0.01 level (2-tailed). 
 
The table displays the correlations between variables. The table shows that all the Sig is 0.000 which means the 
variables are acceptable. The FQ has the strongest of a linear association to customer satisfaction variable since 
the Sig of FQ is 0.800. The SQ has the least association with Customer satisfaction since the Pearson Correlation 
is 0.684. 
 
Table 8. The Following Results were obtained after fitting the multiple linear regressions 
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson 
1 .996a .992 .991 .03455 2.292 
a. Predictors: (Constant), SQ, P, AM, FQ 
b. Dependent Variable: Customer Satisfaction 



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The adjusted R Square in the table showed that the dependent variable (customer satisfaction) is affected by 99.1% 
by independent variables (food quality, ambiance, price, service quality). It shows that food quality, ambiance, 
price, service quality is all responsible for customer satisfaction. The overall model was also significant, tested 
with the help of ANOVA. The results are given in the following table. 
 
Table 9. ANOVA 
Model Sum of Squares df Mean Square F Sig. 

1 
Regression 42.587 4 10.647 8919.535 .000b 
Residual .364 305 .001   
Total 42.951 309    

a. Dependent Variable: Customer Satisfaction 
b. Predictors: (Constant), SQ, P, AM, FQ 
 
According to ANOVA result, F = 8919.535 and Sig. is 0.000 that means this data is acceptable. Moreover, the 
factors that are affecting independent variables relate to the factors affecting on dependent variable too. Through 
the table, it is clear that all subfactors: food quality, price, ambiance, service quality are related to customer 
satisfaction, and the relationship between them is significant. 
 
Table 10. Regression Co-efficient 
Model Unstandardized Coefficients Standardized Coefficients t Sig. Collinearity Statistics 

B Std. Error Beta Tolerance VIF 

1 

(Constant) .085 .020  4.223 .000   
FQ .255 .005 .341 50.547 .000 .610 1.639 
AM .280 .005 .371 56.523 .000 .645 1.551 
P .254 .005 .356 54.562 .000 .651 1.535 
SQ .189 .005 .220 34.583 .000 .685 1.459 

a. Dependent Variable: Customer Satisfaction 
 
Customer Satisfaction = 0,085+ β1(Food Quality) + β2(Ambience) + β3(Price) +β4 (Service Quality) with β1 = 
0,255, β2 = 0,280, β3 = 0,254, β4 = 0,189. 
 
As the table above showed, every factor is significantly related to Customer Satisfaction. The Ambience (AM) 
effects on the dependent variable (customer satisfaction – CS) the strongest because AM is the variable has the 
highest scale of Standardized Coefficient Beta at 0.371. AM is followed by P (Price) at the second strongest with 
the Standardized Coefficient Beta at 0.356. The Food Quality (FQ) also has the third most substantial impact on 
the dependent variable at 0.341. Service Quality variable (SQ) has the lowest number at 0.220 but it still slightly 
impacts on the dependent variable (CS). Moreover, the table showed positive values, so the all hypothesis are 
supported.  
4. Conclusion 
In summary, this study empirically tests SERVQUAL the model of customer satisfaction of KFC in Vietnamese 
Context. It is evident to conclude that Food Quality, Ambience, Price, Service Quality are four main determinants 
impact on customer satisfaction of KFC Vietnam. Moreover, there is a significant positive relationship between 
the four main factors above with customer satisfaction. The Ambience has the most substantial impact on customer 
satisfaction; the second strongest is price and the third strongest is food quality. From the research findings, fast 
food companies can design the appropriate marketing strategy since customers care about ambiance, food quality, 
and price. Moreover, this study contains information and data for all other fast food restaurants can refer to and 
improve their restaurant’s operation. Prospectively, newly established food restaurants in Vietnam will receive 
benefits from understanding customers' expectation of service quality. Furthermore, this study also helps the 
student who wants to start up their new fast food business in Vietnam understand what the most important 
determinants that impact on customer satisfaction are so that they can focus on research, learning and improve 
these factors to create competitive values and compete with large brands from foreign countries. For further 



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research, this study provides empirical results that will be useful for further research in the future with the same 
topic. It also provides useful literature reviews, information, and knowledge for the restaurant field for researchers 
who interest in fast food restaurants. These empirical results can be used to compare to other countries’ samples 
and research to understand the differences between KFC Vietnam and KFC's restaurants worldwide.   
5. Managerial Implications 
Firstly, to improve the business of KFC, they need to focus on the three most influential factors and keep up all 
three as the competitive value. As mentioned above, the results showed that Ambience, Price, Food Quality of 
KFC are strong and causing the most impact on customer satisfaction, then KFC should try to enhance these things 
further to make it become a new level of competitive value. Ambiance can be improved by designing a unique 
theme and keep customer revisit for the positive environment, create a place for young people taking their picture 
and food are following the trending in the social network, and it will reward favorable return rates is a good idea. 
About food quality, combine existing iconic foods of KFC to rice of Vietnam, even Pho is a good idea. About the 
price, make more promotion and discounts to attract potential customers and decrease the price tag for children. 
Secondly, KFC should regularly survey to continuously collect customer‟s opinion because of the market and 
trending change fast. By catching the newest information and data about the customer‟s behavior, it‟s necessary 
to collect data frequently and analyze to evaluate suitable short term strategy. Thirdly, service quality has a low 
impact on customer satisfaction in the Vietnam case, but KFC needs to be aware of future change by retraining 
their employee to improve service quality. In the future when the customer expectation in Vietnam increases higher, 
the service quality will have more impact on customer satisfaction. Training takes a long time and requires a good 
long term plan, that‟s why KFC should start to do it now. Lastly, The future of fast food in Vietnam is home 
delivery, a lot of home delivery food company are developing their business in Vietnam such as GoVIET, Grab 
Food, Foody which delivers food to the customer‟s home and very fast serving. That‟s why KFC should improve 
their delivery line and system to deal with new competitors, or they will lose the title "fast" food. These competitors 
understand the routine and work with many competitors of KFC to deliver food as fast as they can with the same 
quality as KFC.  
Acknowledgments 
Authors declare there is no conflict of interest. 
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