This document discusses a survey measuring service quality and customer satisfaction in fast food restaurants in South Korea. It provides an overview of the fast food industry globally and in Korea. Six major fast food chains were surveyed. The survey measured customer perceptions of service, food quality, location/facilities, and price across various dimensions on a 5-point scale. Results found service to have the highest mean score while price was lowest. Key factors like food freshness, location proximity, and value emerged as important. The implications suggest restaurants focus on affordability, comfort, and food quality to improve performance and customer satisfaction.

1. FAST FOOD RESTAURANTS IN KOREA. MEASURING
MEASURING SERVICE QUALITY AND CUSTOMER
SATISFACTION IN FAST FOOD RESTAURANTS IN
SOUTH KOREA.
By Rahel Hailu

2. CONTENTS
 Industry Overview
 Important Dimensions
 Survey items
 Respondents
 Data Analysis
 Implications and Suggestions
 References

3. Industry Overview
 In 2006, the global fast food market grew by 4.8% and reached a
value of 102.4 billion pound and a volume of 80.3 billion
transactions.
 McDonalds is located in 126 countries on 6 continents and
operates over 31,000 restaurants worldwide.
 Burger King is more than 11,100 restaurant in more than 65
countries.
 KFC is located in 25 countries.
 Subway is one of the fastest growing franchises in the world with
approximately 39,129 restaurants in 90 countries.
 Pizza huts is located in 97 countries.
 Taco Bell has 278 restaurants located in 14 countries.

4. Industry Overview
INTRODUCTION:
Fast food industry is the most growing industry in Hospitality industry. Fast food is
food that is prepared and served very quickly. It is food sold in a restaurant or
store with pre heated or precooked ingredients, served to customers in a
packaged form for take-out/take away.
Therefore our goal is to measure service quality and customer satisfactory in
Restaurants and highlight important dimensions which will be significant to
(Restaurant operators, Customers, and Academicians/Researchers).
For example: To researchers will benefits from survey items, the respondents
responses, the outcome of the data analysis, implication and suggestions as per
the findings and references for further research and confirmation of details.
In S. Korea where our survey research was based most of the new entrants into the
Korea-fast food industry are franchised. Famous brand names like McDonalds,
Burger King and Pizza Hut are well branded and has loyalty customers.

5. Industry overview
Our survey conducted was based
on the fast food Restaurant, with
the population sample of six fast
food to present the entire
population. In Korea McDonald
has 237 stores. Others include the
following:
1. Burger Kings
2. KFC
3. Subway
4. Lotteria
5. Hut Pizza
6. Taco Bell
7. Paris Baguette
8. Other Korean fast foods
Paris croissant company.
Is the leading fast food in Korea. Sales in 2011 was19
%
claiming a market share in bakery products fast food i

6. Characteristic of fast food
1. A standardized and restricted
menu
2. Food for immediate consumption
3. Tight individual portion control on
all ingredients and on the finished
product
4. Individual packaging of each item
5. A young and unskilled labor force
6. Counter service
7. For chained fast food, chained and
franchised operations which
operate under a uniform fascia and
corporate identity
Distinguishing characteristics Distinguishing characteristics

7. Different kind of food in Korea
1. Burger
2. Chicken
3. Asian
4. Bakery Products
5. Pizza
6. Convenience Stores
7. Ice Cream
8. Casual Dining
9. Other etc
Fast food

8. Important dimension
 Speedy Service
 Location
 Taste of food
 Price
 Empathy
 Socializing
 Standardize
Service
 Entertaining
 Facility
 Atmosphere
 Employees

9. Survey Items
 Service
Service is speedy
Complete and correct
Problem was quickly
solved
Trained and competent
employees
Service are standardized

10. Survey Items
 Food Quality
Tasty and flavored
Good variety of menu
The food is served hot and fresh
The food is consistent
Price
Value for price paid

11. Survey Items
 Location/ Facilities
Close to subway
Close to school
Attractive dinning area
Clean and cozy atmosphere
Comfortable and entertaining

12. Respondents survey samples on Fast food
Restaurants in Korea:
 McDonald’s
 Burger King
 KFC
 Subway
 Lotteria
 Pizza Hut

13. Survey Measurement
 Mean value on the five point scale was
used, where 5 indicated strongly agree
and 1 indicate strongly disagree.
 Fastfood Excel final.xlsx
 FAST FOOD RESTAURANT
QUESTIONAIRE- Final.docx

14. Survey Result
Importance
1Service should be complete and correct 4.16 16%
2Employees are kind and friendly 3.48 13%
3Customers served on time 4.12 16%
Performance
4Problem was quickly solved 3.5 13% 3
5The service is speedy 3.45 13% 3
6Employees are trained, competent and experienced 3.68 14% 2
7Service are standardized 4.19 16% 1
Service Mean 3.79714
Total 26.58 100%
Food Quality
Importance
8The food is tasty and flavored 3.81 21%
9The menu reflect their image and reputation 3.68 20%
Performance
10The menu has a good variety of items 3.32 18% 3
11The food is served hot and fresh 3.77 21% 1
12The food is consistent 3.42 19% 2
Food Quality Mean 3.6
Total 18 100%
Location/ Facilities
Importance
13Close to subway 4.18 17%
14The atmosphere is clean and cozy 3.25 13%
15Decoration is in conjunction with image and price 3.61 15%
Performance
16It was close to subway 3.77 15% 1
17It has visually attractive dinning area 3.29 13% 2
18The dinning area is clean 3.32 13% 2
19Comfortable and entertaining 3.23 13% 2
Location/facilities Mean 3.52143
Total 24.65 100%
Price
Importance 20Value for price paid 4.18 55%
Performance 21It was Value for price paid 3.41 45% 1
Total Price Mean 3.795
Total 7.59 100%

15. Mean and Ranking
 The result of the mean:
21 questions administered
to 31 people address four
dimensions of fast food
restaurants i.e. services,
quality of food,
Location/Facilities and
price.
 Among the four
dimensions, service ranks
the highest, while Price
ranks the lowest.
0
5
10
15
20
25
30
Column2
Column1
Mean

16. Mean and ranking of the 7 factors of
service
Service
Service should be complete and
correct 4.16 16%
Employees are kind and friendly 3.48 13%
Customers served on time 4.12 16%
Problem was quickly solved 3.5 13% 3
The service is speedy 3.45 13% 3
Employees are trained, competen
t and experienced 3.68 14% 2
Service are standardized 4.19 16% 1

17. Mean and ranking of the 5 factors of
food quality
Food Quality
The food is tasty and
flavored 3.81 21%
The menu reflect their image
and reputation 3.68 20%
The menu has a good
variety of items 3.32 18% 3
The food is served hot and
fresh 3.77 21% 1
The food is consistent 3.42 19% 2

18. Mean and ranking of the 7 factors of
Location and facilities
Location/ Facilities
Close to subway 4.18 17%
The atmosphere is clean and
cozy 3.25 13%
Decoration is in conjunction with i
mage and price 3.61 15%
It was close to subway 3.77 15% 1
It has visually attractive dinning
area 3.29 13% 2
The dinning area is clean 3.32 13% 2
Comfortable and entertaining 3.23 13% 2

19. Mean and ranking of the 2 factors of
Location and facilities
Price
Value for price paid 4.18 55%
It was Value for price
paid 3.41 45% 1

20. Mean score of Service and Quality
of food
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Service
Servic
e
3
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
Food Quality
The food is tasty
and flavored
The menu reflect
their image and
reputation
The menu has a
good variety of
items
The food is served
hot and fresh
The food is
consistent

21. Mean score of Location and Price
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Location
Location
Value for price paid0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1
Value for price
paid
It was Value for
price paid

22. Comparison between mean of Service, Food
Quality, Location/Facility and Price
Five dimensions:
 In regards to the findings, each dimension is important so
there is need for improvement in order to enhance
performance .
 In trying to find the gap between performance , the highest
mean score among the factors are:
 Service are standardized ~ 4.19
 The highest mean score from the importance
 Value for price paid and Close to subway ~ 4.18
 The lowest mean is in facilities
 Comfortable and Entertaining ~ 3.23

23. IMPLICATION & SUGGESTION
 The findings despite the limitations and
time, the methodology used has filled
the gap that customer satisfaction and
service quality is important. This will
help the audience concern to make
decisions and take actions. Example:
 Fast food restaurants in Korea should:
 Reduce the prices and locations
should be close to subways.
 Make the restaurants comfortable
and entertaining
 Increase the quality of the food.
The service quality and customer
satisfaction is crucial.
Therefore further research should be
done quarterly and annually to improve
on the weaknesses and strengths (Perf
ormance).
Noting that the market size of fast
food industry in South Korea is large
putting into consideration that there are
many restaurants and hotels that
offer such services (Importance).
IMPLICATION SUGGESTION

24. References
http://www.euromonitor.com/fast-food-in-south-korea/report.
Wikipedia for fast food data and location.
International journal of Tourism Sciences, Vow 4, No 1, pp 41-57, 2004. The
content analysis of the Korean Restaurant market focused on Western restaurant
brands.
Merriam–Webster (dictionary 1951). Definition of fast food.
Appendix Research questionnaire

25. Survey Question