| dc.description.abstract | Fast food restaurants are one of the most popular types of restaurants in
Indonesian society. The shift in perception of the community that eating at fast food
restaurants is more prestigious than eating at home has become the most common
reason why fast food restaurants are more preferred by Indonesians. Some fast food
restaurants visited by many people in Surabaya are including Carl's Jr., Burger King
and McDonald’s.
This research was conducted to determine the most influencing factors on
customer retention of fast food restaurants in Surabaya and to determine which fast
food restaurants that have the highest customer retention. Factors that are assumed
to influence customer retention in this study are service quality (including: tangible,
reliability, responsiveness, assurance and empathy), product quality (food),
customer satisfaction and customer retention of three fast food restaurants operating
in Surabaya: Carl's Jr., Burger King and McDonald's.
Researchers use a survey research using a quantitative data for analysis. The
population in this study is the citizen of Surabaya who are visiting fast food
restaurants including Carl's Jr., Burger King and McDonald’s with a sample size of
150 people which determined based on purposive sampling techniques. This
research was conducted in order to find out how customer decision making related
to customer retention in fast food restaurants in Surabaya. Therefore, the data
analysis method used in this study is the Analytical Hierarchy Process (AHP).
The results of the analysis of this study have found that tangibile (physical
evidence) is the most influential factor on customer retention of fast food
restaurants in Surabaya, and Burger King customers have the highest customer
retention rates than the customer retention from Carl's Jr., and McDonald’s. Based
on the results of this study, the main recommendations given to the management of
the fast food restaurant, especially Burger King, Carl's Jr. and McDonald’s is to
improve service quality (tangible, reliability, responsiveness, assurance and
empathy), product quality (food), and customer satisfaction in order to increase the
customer retention rate of fast food restaurants in Surabaya | en_US |
