Customer Retention in Fast Food Industry

Research Objectives:
1. To know the retention of the customers in Fast Food Industry.

2. To determine the factors that influences customer retention.

3. To examine the dimensions of customer retention.

4. To examine the relationship between customer retention and business profitability.

Research Questionnaire:
1. What is your Gender?

(✔) Male ( ) Female

2. What is your Age?

( ) 12-17 (✔) 18-24 ( ) 25-35 ( ) 36-50 ( ) More than 50

3. Do you like Fast food?

(✔) Yes ( ) No

4. What type of Fast Food do you like to eat in a Fast Food Restaurant?

(✔) Burger and Fries ( ) Pizza

( ) Fried chicken ( ) Sandwich ( ) Ice cream

( ) Others (Please specify):

5. What is your Favorite Fast Food Restaurant?

( ) McDonald’s

( ) Pizza Hut

( ) SBarro

( ) Domino’s

(✔) Takeout

( ) Burger King

( ) Others (Please specify):

6. From where do you to know about the aforementioned restaurant?

( ) Newspaper ( ) Website (✔) Family, Friends and/or Neighbors ( ) TV ( ) Radio

( ) Others (Please specify):

7. What is your first impression about the restaurant?

(✔) Excellent ( ) Good ( ) Fair ( ) Satisfactory ( ) Unsatisfactory

8. On Average how much would you expect to pay for a fast-food meal?

( ) Tk 200 (✔) Tk 300 ( ) Tk 400 ( ) Tk 500 ( ) More than Tk 500

9. Does Income influence fast food?

( ) Strongly Agree (✔) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

10. Does branding affect fast food?

(✔) Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

11. How often do you eat fast food?

( ) Once a week (✔) Twice a week ( ) Thrice a week ( ) Not often

12. When do you eat fast food?

( ) Breakfast ( ) Lunch ( ) Dinner (✔) Snack

13. Is the food hygiene?

( ) Strongly Agree (✔) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

14. Is the environment clean?

( ) Strongly Agree (✔) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

15. What is your expectation of our Fast Food quality?

(✔) Excellent ( ) Good ( ) Fair ( ) Satisfactory ( ) Unsatisfactory

16. What do you feel about the behavior of our staff?

( ) Excellent (✔) Good ( ) Fair ( ) Satisfactory ( ) Unsatisfactory

17. Whether the staff is able to understand your orders?

( ) Strongly Agree (✔) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

18. How does nutritional information influence your choice regarding fast food?

( ) Not at all ( ) Rarely (✔) Sometimes ( ) Most of the time ( ) Always

19. Does inclusion of the beverage sufficient for you?

(✔) Strongly Agree ( ) Agree ( ) Neutral ( ) Disagree ( ) Strongly Disagree

20. What do you think about the trend of the fast food?

(✔) Increase

( ) Decrease

( ) Stable.

Research Analysis:
 Sl. Variables Qualitative Quantitative
No
.
1. Gender ✔
2. Age ✔
3. Likeness ✔
4. Types ✔
5. Restaurant ✔
6. Source ✔
7. Impression ✔
8. Payment Expectation ✔
9. Income ✔
10. Branding ✔
11. Time of Week ✔
12. Time of the Day ✔
13. Hygiene ✔
14. Environment ✔
15. Quality ✔
16. Behavior ✔
17. Understandability ✔
18. Nutrition ✔
19. Beverage Sufficiency ✔
20. Trend ✔

Research Methods:
Variables Mean Standard Deviation Variance
Age 28.70 10.69 3.27
Payment Expectation 259 54.04 7.35
Time of Week 1.90 0.74 0.86

Question No. 7
 Impression
Excellent Good Fair Satisfactory Unsatisfactory

5%
5%

10%

20% 60%

Question No. 9

Income Influence
Strongly Agree Agree Neutral Disagree Strongly Disagree

20% 20%

60%

Question No. 10
 Branding Affect
Strongly Agree Agree Neutral Disagree Strongly Disagree

10% 10%

15%

15%
50%