A STUDY ON CUSTOMER SATISFACTION ON KFC IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

This study aims to evaluate the level of customer satisfaction and identify the key factors influencing consumer preferences for Kentucky Fried Chicken (KFC) in Madurai City. In the rapidly evolving fast-food landscape of Tier-2 cities like Madurai, understanding service quality and brand loyalty is crucial for sustainable growth. The research focuses on five primary dimensions of customer satisfaction: food quality (taste and freshness), pricing strategy, service speed, staff behavior, and restaurant ambience .Using a descriptive research design, primary data was collected through a structured questionnaire from a sample of 100-150 respondents across various KFC outlets in Madurai (such as Anna Nagar and Bypass Road).

References

1. APA Style References KFC. (2025). About Us. Retrieved from https://global.kfc.comYum! Brands. (2024). Annual Report 2024. Yum! Brands Inc. Retrieved from https://www.yum.com KFC India. (2025). KFC India Official Website. Retrieved from https://online.kfc.co.in
2. MLA Style References "About Us." KFC Global, 2025, https://global.kfc.com. Yum! Brands Annual Report 2024. Yum! Brands Inc., 2024. KFC India Official Website. 2025, https://online.kfc.co.in.
3. Harvard Style References KFC (2025). About Us. Available at: https://global.kfc.com (Accessed: 28 August 2025). Yum! Brands (2024). Annual Report 2024. Louisville: Yum! Brands Inc. Available at: https://www.yum.com (Accessed: 28 August 2025). KFC India (2025). Official Website. Available at: https://online.kfc.co.in (Accessed: 28 August 2025)

Keywords

Customer Satisfaction, Fast Food Industry, KFC (Kentucky Fried Chicken), Service Quality, Consumer Preference, Brand Loyalty, Madurai City, Marketing Strategy, Food Quality