Data Mining for Predicting Customer Satisfaction in Fast-food Restaurant

Managing customer satisfaction has become a crucial issue in fast-food industry. This study aims at identifying determinant factor related to customer satisfaction in fast-food restaurant. Customer data are analyzed by using data mining method with two classification techniques such as decision tree and neural network. Classification models are developed using decision tree and neural network to determine underlying attributes of customer satisfaction. Generated rules are beneficial for managerial and practical implementation in fast-food industry. Decision tree and neural network yield more than 80% of predictive accuracy.