Customer Satisfaction in Fast-food Restaurant Industry in Helsinki, Finland
Karunaratne, Ruwani (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504106146
https://urn.fi/URN:NBN:fi:amk-202504106146
Tiivistelmä
Customer satisfaction plays a major role in achieving long-term success in the restaurant industry. This study investigates the extent to which fast-food restaurant businesses in Helsinki, Finland, had met customer expectations, based on recent customer experiences. The primary objectives of the study were to identify the key factors influencing customer satisfaction, understand how customers evaluated their experiences, explore the most frequently mentioned feedback, and assess how well fast-food restaurants in Helsinki fulfilled customer expectations.
The research applied a Netnographic data collection method, using Google Reviews as the main source of customer feedback. Data collection was conducted during the winter of 2024-2025 on a sample of 40 fast-food restaurants in Helsinki, representing the overall industry in the region. The study was grounded in several theoretical frameworks related to customer satisfaction, including the Customer Journey Map, SWOT Analysis, SERVQUAL Model, Kano Model, and Expectation Confirmation Theory (ECT). Both quantitative and qualitative data analysis methods were used to examine customer ratings and comments. In the data analysis, both customer ratings and review comments categorized as positive, negative, or neutral were considered to draw accurate conclusions and provide relevant recommendations.
The findings indicate that the majority of customers expressed positive sentiments, while a smaller proportion shared negative or neutral views. Food quality, customer service, and atmosphere were the key factors identified as the most influencing the restaurant experience of customers. In addition, factors such as speed of service, pricing, available food options, technology, accessibility, and the availability of service in the Finnish language were also highlighted as important considerations. While the majority of customers were satisfied with their overall fast-food dining experience, a minority expressed dissatisfaction, particularly in the areas such as consistency of quality, service speed, and cleanliness.
Based on the research results, several recommendations were proposed for fast-food businesses, including maintaining consistent food quality, enhancing customer service and speed, ensuring a clean and comfortable atmosphere, offering fair pricing, and actively considering customer feedback to drive continuous improvement.
The research applied a Netnographic data collection method, using Google Reviews as the main source of customer feedback. Data collection was conducted during the winter of 2024-2025 on a sample of 40 fast-food restaurants in Helsinki, representing the overall industry in the region. The study was grounded in several theoretical frameworks related to customer satisfaction, including the Customer Journey Map, SWOT Analysis, SERVQUAL Model, Kano Model, and Expectation Confirmation Theory (ECT). Both quantitative and qualitative data analysis methods were used to examine customer ratings and comments. In the data analysis, both customer ratings and review comments categorized as positive, negative, or neutral were considered to draw accurate conclusions and provide relevant recommendations.
The findings indicate that the majority of customers expressed positive sentiments, while a smaller proportion shared negative or neutral views. Food quality, customer service, and atmosphere were the key factors identified as the most influencing the restaurant experience of customers. In addition, factors such as speed of service, pricing, available food options, technology, accessibility, and the availability of service in the Finnish language were also highlighted as important considerations. While the majority of customers were satisfied with their overall fast-food dining experience, a minority expressed dissatisfaction, particularly in the areas such as consistency of quality, service speed, and cleanliness.
Based on the research results, several recommendations were proposed for fast-food businesses, including maintaining consistent food quality, enhancing customer service and speed, ensuring a clean and comfortable atmosphere, offering fair pricing, and actively considering customer feedback to drive continuous improvement.