Factors influencing Customer Satisfaction at KFC Yangon, Myanmar

This research project focuses on product quality and service quality of businesses as factors influencing customer satisfaction; KFC is chosen for conducting research about those variables. Kentucky Fried Chicken (KFC), one of Western multinational corporations in the fast-food industry, in a partnership with Yoma Strategic Holdings Ltd., a local key player in Myanmar’s food and drinks sector, entered Myanmar, a country in Southeast Asia, in 2015. For this research, primary data is used. The quantitative research method, a hand-in survey, is used to collect the required data of this research. The location of research being conducted is KFC, Tamwe Branch. Based on daily customer entries of KFC, a sample size of 96 is created to represent the target population of research. The response rate of the survey of this research is 100%, and there are no missing cases in the data. SPSS software is used for conducting frequency tables, Pearson’s correlation analysis, and multiple regression analysis. Findings showed that the service quality of KFC does not have significant influence on customer satisfaction, while the product quality of KFC has a positive and significant influence on customer satisfaction. Based on findings and analysis of this research, recommendations and suggestions are given for KFC.