Dari, C., Tsegmed, T., Bat-Erdene, D., Odbayar, N. and 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), pp. 141–149. doi: 10.22353/jbai.2026120108.