Humanities and Social Science Research https://j.ideasspread.org/index.php/hssr <p>Humanities and Social Science Research (HSSR) is an international, double-blind peer-reviewed, open-access journal published by <span lang="EN-US">IDEAS SPREAD INC</span>. The journal focuses on the following topics: Anthropology, Sociology, Politics, Culture, Philosophy, Economics, Education, Management, Arts, Psychology, Archaeology, Classics, History, Linguistics and Languages, Law and Politics, Literature, Philosophy, Religion. <br>It provides an academic platform for professionals and researchers to contribute innovative work in the field. The journal carries original and full-length articles that reflect the latest research and developments in both theoretical and practical aspects of society and human behaviors. The journal is published in both print and online versions. The online version is free access and download.</p> IDEAS SPREAD INC en-US Humanities and Social Science Research 2576-3024 <p>Copyright for this article is retained by the author(s), with first publication rights granted to the journal.<br>This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).</p> The Determinants of Customer Satisfaction in Fast Food Industry https://j.ideasspread.org/index.php/hssr/article/view/275 <p>This primary objective of this study is to identify the determinants of customer satisfaction for KFC in Vietnam. Fast food industry developed rapidly in an emerging economy like Viet Nam. Current competition in Vietnamese fast food has required companies to pay more attention to customer satisfaction. Data is collected from KFC's customers in Ho Chi Minh City, Viet Nam. The research model is adopted from the SERVQUAL model (Parasuraman et al., 1988). The findings show that the main determinants of customer satisfaction of KFC Vietnam are Food Quality, Ambience, Price, Service Quality. Among these determinants, ambiance causes the most impact on customer satisfaction, following up by food quality and price. Managerial implications for KFC and other fast-food companies are discussed to improve customer satisfaction.</p> Cuong Nguyen Duy Nguyen Toan Do ##submission.copyrightStatement## http://creativecommons.org/licenses/by/4.0 2019-04-09 2019-04-09 2 2 p1 p1 10.30560/hssr.v2n2p1