Customer satisfaction in the Brazilian Fast Food Franchise Segment

Edgard Monforte Merlo; Helenita R. da Silva Tamashiro; Evandro Eduardo Seron Ruiz

Edgard Monforte Merlo Phd in Business FEA/USP, Professor at FEARP/USP Business Department, Brazil
Helenita R. da Silva Tamashiro Phd in Business FEA/USP, Professor at Reges College – Business Department, Brazil
Evandro Eduardo Seron Ruiz Phd in Electronic Engineering University of Kent at Canterbury - Professor at FFCLRP/USP – Computer Science and Mathematics Department, Brazil

Keywords: Retail Management, Fast Food Franchise.

Abstract

In a market with great competition, store image associated with quality and brand become an important competitive tool, meanly when it was associated to perceived customer satisfaction. The main objective of this study was to analyze the influence of image, brand and quality on customer satisfaction in the fast food segment. Data analysis was conducted through multivariate techniques to verify the significance of the relationship between variables analyzing two of the five biggest fast food channels in Brazil. The results showed that brand and quality were the most valued variables according to perceived customer satisfaction. In the model used, brand presented the greatest explanatory power. Based on the multiple coefficient of determination (adjusted R²), quality, image and brand as a group explained about 62.7% (Franchise 1) and 61.3% (Franchise 2) of the search for satisfaction, being that only quality and brand were statistically significant.

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