A Comparative Study on Customer Satisfaction towards KFC and Mcdonalds – Rajkot

The international market in forced in India with various sectors and industries that involve products of the consumers. In today’s competitive world, consumers are always a KING and also Service Quality has become one of the most strategic tools for measuring customer satisfaction. The main objective of the study is to compare customer satisfaction level towards KFC and McDonalds, Chennai. Descriptive research is followed in this research. The universe of the population includes the respondents who are the customers of KFC and McDonalds, located at Rajkot, Saurashtra. The samples (i.e. sample size 80) were selected among the customers of KFC and McDonalds, located at Rajkot for this research. The major findings of the study are 18% of KFC customers and 22% of McDonalds customers are not opined either positively or negatively with respect to the quality of food. 16% of KFC customers and 11% of McDonald’s customers are not satisfied with price of the food. 21% of KFC customers and 15% of Mc Donald’s customers are satisfied with taste of the food. Both the food giants have given each other immense competition in terms of customer satisfaction, service quality and promotional strategies.