The study of factors influencing on consumer perception and satisfaction towards fast food chain store in Ho Chi Minh city, Viet nam. The case of Pho24, KFC, Lotteria and Jollibee

• Main Authors: LE THI NGOC MAI, 黎氏玉梅
• Other Authors: Steven C.H.Lin
• Language: en_US
• Published: 100
• Online Access: http://ndltd.ncl.edu.tw/handle/14916259596581484810

碩士 === 南台科技大學 === 企業管理系 === 99 === Homegrown Vietnamese fast-food companies are using Western branding techniques to grab a chunk of the country's fast-growing consumer market before U.S. heavyweights like McDonald's Corp. The Vietnamese fast food industry has grown rapidly, in 2009, total revenue of the fast food sector in Vietnam will reach some VND500 billion, up 35% to 40% over last year, despite the economic difficulties. That will be a market big enough for more players. In fact, Vietnam once had some fast food brand names, but they faded away because the investors could not understand the taste of customers. This study aims to examine the relationship among fast food restaurant attributes, consumer perception and consumer satisfaction, but the fast food restaurants attribute significantly different from other researches will focus on the special perception of Vietnamese living in Ho Chi Minh city. Data were collected from 402 Vietnamese living in Ho Chi Minh city. Confirmatoty Factor Analysis with Amos was conducted to ensure the validity and reliability of measurement constructs. Then, structural equation modeling was used to test the hypotheses among these constructs. The results indicated that there is a significant relationship among fast food restaurants attributes, consumer perception and consumer satisfaction. However, most important attributes influencing on consumer perception are brand of that fast food restaurant, price, food, promotion program, quality of service, and working staffs more important than environment at that restaurant.