Investigating customer satisfaction in fast food industry: A Data Analysis of Taco Bell’s Consumer Experience.

Abstract

This thesis explores customer satisfaction and loyalty with reference to fast food industry focusing Taco Bell (TB) restaurants in Finland. The data are obtained using a mixed methods research design based on quantitative surveys and qualitative customer reviews collected over three months across the determinants of satisfaction, including food quality, service efficiency, cleanliness, atmosphere, and price. The study uses Expectation-Disconfirmation Theory (EDT) which helps to determine how effectively TB meets customer expectations and the Customer Loyalty Framework (CLF) assessing on customer loyalty. Main research of study includes food quality with specific taste and presentation is the primary determinant of satisfaction, while service efficiency and cleanliness are also effective factors. However, there are some issue factors like size of food portion, pricing and feedback of atmosphere. The survey analysis of fast-food use regression analysis highlights the strong correlation between food satisfaction and revisiting customers. The recommendations for TB are increasing portion size, enhancing atmosphere with better music, fine dining furnishing, comfortable environment and more installation of self-service kiosks during rush hours. Future research could look at customer satisfaction where and when and examine how various customers use digital platforms to build loyalty.