The primary purpose of this study is to explore the factors that investigate the customers’ evaluation and perception about determinants influencing on customer satisfaction at Vietnamese fast-food restaurants. It is very essential for every business not only to retain their existing customers but also to extend and appeal more new customers significantly. In this study, the scale is measured on four main factors as Service quality, Product quality, Price, and Environment affecting to all common fast-food restaurants in Vietnam market. To appraise and evaluate the influence of each factor, the study uses the mixed method of quantitative and qualitative researches. The findings from the study revealed that the current situation of each factor in Vietnam fast-food industry and how extremely influencing each factor is. Furthermore, these findings also provide useful strategies and understandable knowledge to improve and develop in Vietnamese fast-food restaurants as well as the satisfaction level from customers.
Keywords: : Fast Food, Customer Satisfaction, Service Quality, Vietnam Market, product .quality
