Analysis of Customer Retention through Dimensions of Service Quality, Product Quality, and Customer Satisfaction Using Analytical Hierarchy Process (AHP) at 3 Fast Food Restaurants in Surabaya

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. 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. The population 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. As the results are tangible (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. 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.