A SERVICE QUALITY ASSESSMENT TOOL FOR THE QUICK SERVICE RESTORAN INDUSTRI IN INDONESIA

This study aims to analyze the factors that can affect consumer satisfaction in fast food restaurants in Indonesia through service quality, physical environment quality, and food quality. The population of this study is all consumers of McD fast food restaurants in Indonesia. The number of samples used in this study was 300 samples, where the number was obtained using the ISAC table. The data collection method uses online questionnaires using Google Forms. Data measurement uses a Likert scale with an interval of 1 to 5 with information 1 = strongly disagree to 5 = strongly agree. The data that has been collected is then entered into the AMOS 24 Software using the Structural Equation Modeling (SEM) analysis method to be used later to test the measurement model and test the research hypothesis. The results of this study found that only service quality and food quality affected consumer satisfaction, while the quality of the physical environment did not affect McD's customer satisfaction. The results of this study are expected to be a reference for fast-food restaurants in making policies to increase customer satisfaction. The novelty of this study is the application of the Service-Dominant Logic (SDL) theory in analyzing customer satisfaction at fast-food restaurants. This theory means that consumer relations are collaborative and result-oriented compared to transactions. This theory also explains that marketing is not only related to consumers but also to customers centric which means being able to work together and able to learn from consumers to be able to adapt individually and be able to understand the dynamic needs of consumers.