Menu Board Design at Quick Service Restaurant to Enhance Customer Satisfaction - Focused on KFC case study -

The market and the number of customers of QSR have increased steadily but the satisfaction levels of customers have remained fairly low. In spite of that QSR can be found almost everywhere all over the world regardless of countries or areas, there has been little research to improve this situation. Considering the fact that one of the major reasons why customers visit QSR is the speedy service, it seemed that customer satisfaction levels could be improved in the process of purchase experience. Thus, this research tried to explore the potentials of menu board to enhance their purchase experience and its effects on their satisfaction levels as well ultimately. More specifically, layout elements of the menu board design were dealt in depth based on the literature review. To prove their effects on the satisfaction level, an empirical research was hired and the results were analyzed with the use of a subjective usability measurement to evaluate the levels of customers’ satisfaction. Consequently, the alternative menu board design direction to the current one was suggested with the findings in its correlation with the customer satisfaction.