A COMPARATIVE STUDY OF THE EFFECTS OF PRODUCT AND SERVICE QUALITY ON CUSTOMER SATISFACTION IN FAST FOOD RESTAURANTS: THE CASES OF BURGER KING AND KFC

Authors

  • Chimgee Dari Business School, National University of Mongolia
  • Tsevelmaa Tsegmed Business School, National University of Mongolia
  • Dulguun Bat-Erdene Business School, National University of Mongolia
  • Nominzaya Odbayar Business School, National University of Mongolia
  • Tsagaan-Erdene Buyanjargal Business School, National University of Mongolia

DOI:

https://doi.org/10.22353/jbai.2026120108

Keywords:

fast food, service quality, customer satisfaction, Burger King, KFC

Abstract

This study aims to examine the impact of product and service quality on customer satisfaction and loyalty in Burger King and KFC fast-food restaurants in Ulaanbaatar, Mongolia. A total of n = 200 respondents were surveyed, and the data were analyzed using descriptive statistics, correlation analysis, independent samples t-test, ANOVA, and multiple regression analysis. The results indicate that Burger King performs significantly better than KFC across key indicators (p < .05). Food quality was identified as the strongest predictor of customer satisfaction (β = .331, p < .05), followed by service quality, while price showed no statistically significant effect. These findings highlight the importance of maintaining high food quality and improving service performance.

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Published

2026-05-21

How to Cite

Dari, C., Tsegmed, T., Bat-Erdene, D., Odbayar, N., & Buyanjargal, T.-E. (2026). A COMPARATIVE STUDY OF THE EFFECTS OF PRODUCT AND SERVICE QUALITY ON CUSTOMER SATISFACTION IN FAST FOOD RESTAURANTS: THE CASES OF BURGER KING AND KFC. Journal of Business and Innovation (Бизнес & Инноваци), 12(1), 141–149. https://doi.org/10.22353/jbai.2026120108

Issue

Vol. 12 No. 1 (2026): Бизнес ба Инноваци

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.