Conclusion
The fast food industry is booming in Bangladesh.
Most of the fast food chain companies are now operating their
business in Dhaka and other metropolitan cities in Bangladesh.
As the per capita national income of Bangladesh has been crossed triple digit,
consumers can now afford to consume the fast food even in the expensive outlets.
Based on this derivative related to fast food industry in Bangladesh, the study specifically intends to examine the consumer satisfaction which can be influenced by several independent factors. Altogether six factors are hypothesized such as quality of food, quality of service, variety of food, environment of the outlets, price of food and location convenience to influence consumer satisfaction in fast food marketing.
The findings indicate that all of the factors except price of food have significantly impacted on consumer satisfaction.
Based on this outcome, it is important for the fast food industry to rigorously consider these factors for improving consumer satisfaction in Bangladesh.