RESEARCH ON CUSTOMER SATISFACTION IN CHAIN RESTAURANTS AND OPPORTUNITIES TO IMPROVE MANAGEMENT

Abstract

Comparative research on customer satisfaction among international chain restaurants operating in Ulaanbaatar and the identification of key restaurant-related factors influencing customer satisfaction are considered highly significant for business growth and managerial improvement. This study examined two chain restaurants in Ulaanbaatar, “Yuna Korean Restaurant” and “Mr. Ling Chinese Restaurant,” by surveying 100 consumers from each restaurant, totaling 200 consumers, collecting data through a questionnaire survey, and analyzing the results using IBM SPSS Statistics 21.0 through mathematical statistical analysis.The findings of the study indicate that factors such as employee service, food quality, and pricing exert the strongest influence on customer satisfaction. Furthermore, differences in service performance between the two restaurants were identified, and recommendations for managerial improvement were proposed.