Mediating Role of Hygiene Ambiance and Customer Satisfaction during COVID-19: Evidence from university Students of Hyderabad, Pakistan

Authors

  • Dodo Khan Alias Khalid Malokani Assistant Professor, Department of Business Administration Government College University, Hyderabad, Pakistan. Author
  • Hassan Bakhsh Noonari Lecturer in Political Science, Government S.S. Arts & Commerce College, Hyderabad, Pakistan. Author
  • Ikramuddin Junejo PhD, Assistant Professor, Department of Management Sciences, SZABIST Hyderabad, Campus, Pakistan. Author

Keywords:

Ambiance, Food quality, Brand awareness, Customer satisfaction

Abstract

Aim of this study is mediating effect of ambiance between food quality, brand awareness and customer satisfaction during COVID-19. The quantitative research approach was applied in this study, which utilized primary data and a sample of 222 business students who are consumers of KFC in Hyderabad. The data was collected through a questionnaire. The findings revealed that three partial mediation effect ambiance between food quality, brand awareness and customer satisfaction during COVID-19. Based on these findings it is important it for KFC top management should focus on ambiance in order to get more customer satisfaction during COVID-19.

https://doi.org/10.5281/zenodo.10316525

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Published

2021-12-31

How to Cite

Mediating Role of Hygiene Ambiance and Customer Satisfaction during COVID-19: Evidence from university Students of Hyderabad, Pakistan. (2021). International Research Journal of Management and Social Sciences, 2(3), 16-23. https://irjmss.com/index.php/irjmss/article/view/115

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