Service Quality

The study proves that service quality have factors affecting purchase intention among undergraduate
students towards fast food restaurant in East Coast Malaysia. According to Muhammad Nur Hilmi,
Nurul Najihah, Nurulnabilah, Thong Bei Yee and Derweanna Bah Simpong(2021) in the study Factor
Affecting the Purchase Intention Among Undergraduate Students Towards Fast Food Restaurant in
East Coast Malaysia. According to the study the service quality have factor affecting the purchase
intention among undergraduate students due changes consumer tastes, preferences, changing
lifestyle and others. This study goal to measure the factors affecting purchase intention of
undergraduate students particularly in Food Quality, Service Quality and Environment that may have
positive effect in consumer’s decision. The findings determined that Food Quality, Service Quality and
Restaurant Environment have a significant impact on the purchase intention of undergraduates.

Muhammad Nur Hilmi, Nurul Najihah, Nurulnabilah, Thong Bei Yee and Derweanna Bah Simpong
(2021) Factors Affecting the Purchase Intention Among College Students Towards Fast Food
Restaurants in East Coast Malaysia.
http://myscholar.umk.edu.my/handle/123456789/2883

The study Proves that Service Quality Play important role through customer Satisfaction and
Customer Loyalty. According to Priyanka Arora and Sarang Narula (2018) in the study Linkage
Between Quality Service, Customer Satisfaction and Customer Loyalty: Literature Review. According
to the study, The Service Quality, Customer Satisfaction and Customer Loyalty have positive
relationship in choosing Fast Food to Dine In. The result reveal that the quality is a dependent factor,
including Service setting, Situation, Time etc. Further, Service Quality has positive impact on customer
satisfaction and customer loyalty. The Linkage between Service quality, Customer satisfaction and
Customer Loyalty have direct and indirect effect of service quality through customer satisfaction.

Priyanka Arora and Sarang Narula (2018) Likage between Quality Service, Customer Satisfaction and
Customer Loyalty: Literature Review (17) 4

India is regarded as one of the largest consumer of fast food, Service Quality play important role in
choosing Fast Food Restaurants. According to Saroha, Manju, Kaur, Baljit, Rana, Varinder Singh (2022).
In the Study An Exploratory Study on Evaluating The Factors Influencing Z-Generation Consumers
Selection of Fast Food Outlet in Punjab. According to the study, India is largest consumer of fast food.
The findings revealed that consumer’s overall experience in fast food outlet. Service Quality is the first
factor that consumer considering followed by Location and Ambiance of Fast Food Outlets are the
Factors influencing consumers selection of fast food outlet. In other hand, demographic profile of z-
generation specifically age, city of residence and average of spending also consider as factor that
influence their Fast Food Restaurant Choice.

Saroha, Manju, Kaur, Baljit, Rana, Varinder Singh (2022) y An Exploratory Study on Evaluating The
Factors Influencing Z-Generation Consumers Selection of Fast Food Outlet in Punjab. (20) 8
p.523,11p. Doi: 0.14704/ng.2022.20.8.NQ44059

Service value playing important role in Fast Food Restaurants that affects Customer Decision Making.
According to Abdelhalim R. Doeim, Thowayeb H. Hassan, Mahmoud I. Saleh, Amany E. Salem and
Mohamed A. S. Elsayed (2022). In the study, Service Value and Repurchase Intention in Egyptian Fast-
Food Restaurants: Towards a Measurement Model. According to the study, Service Value have
impacts in Fast-Food Restaurant Customer’s repurchase intention. The Factors strongly influence
consumer’s preference to make more purchases like service equity, confidence benefits, service
quality, and service reputation.The Researchers Recommendation to Fast Food Restaurant
Management is meet customer needs and gain a competitive advantage. Also priority of service value
construct, consider the service equity, service quality, and service reputation as a priority of the
restaurants service value.

Abdelhalim R. Doeim, Thowayeb H. Hassan, Mahmoud I. Saleh, Amany E. Salem and Mohamed A. S.
Elsayed (2022). Service Value and Repurchase Intention in Egyptian Fast-Food Restaurants: Towards a
Measurement Model (19) 15779 P15779 Doi: 10.3390/ijerph192315779
Food Quality
The study proves that Food Quality is the one factors that consumer’s in india considering in choosing
fast food chain to dine in. According to Sivasankari M, Logambal K, J Balalakshmi (2018) in the study
Fast Food Preferences Among College Students. According to the study, Fast Food Industry in India
has evolved with the changing lifestyle. The main reason of choosing Fast Food are convenient, price
and taste. The study results showed that 90% preferred fast food for its taste. While 86% preferred it
for its availability varieties and entertainment to dine in with friends or family. This study proved that
most of the college students customer’s in india is considering the taste for them to dine in.

Sivasankari M, Logambal K, J Balalakshmi (2018) Fast Food Preferences Among College Students (8) 1
35-38 Doi https://doi.org/10.26715/rjns.8_1_6

Branding
The study shows that Branding influencing consumer’s in Pakistan to choose Fast Food Restaurant to
Dine In. According to Mehwish Channa, Adnan Pitafi, Ghazala Tunio (2021) in the study Consumer
Perception Towards Localization of MNC Fast Food Chain in Pakistan. According to the study, The
possible factors that affect consumer’s decision are location, quality, consumer satisfaction and
Preference in choosing Fast Food restaurant. Findings shows that consumer choice influenced by
Quality, Price and location. Study shows that Mcdonald’s is high quality restaurant according to the
Consumer Perception and more expensive that any other MNC outlet in Pakistan. While Consumer
Prefer to visit KFC and Mcdonald’s frequently the consumers in Pakistan Prefer Food with the Price
conscious attitude. In other hand, Dining In in fast Food Restaurant is quick and find it advantageous.
According to this study, location accessibility is also a motive for consumer to choose Fast Food
Restaurants Outlet. Closer Restaurant are more numerous for easy take away.

Mehwish Channa, Adnan Pitafi, Ghazala Tunio (2021) Perception Towards Localization of MNC Fast
Food Chain in Pakistan (21) 2 101- 112 Doi: https://doi.org/10.29138/je.v21i2.154

LOCAL
Branding
Fast Food become extremely popular in modern ages as it provides fast service when it comes to food
without the customers to prepare their food. According to Angelo Luis S. Doctora, William Davin D.
Perez, Franco Neil A. Sanchez, Abigail B. Vasquez and Rianina D. Borres (2021) in the study Application
of Analytical Hierarchy Process in Comparison of Jolibee, Mcdonald’s and KFC In-House Online
Delivery System. According to the study, Fast Food Restaurant provide fast service when it comes to
food and have most convenient because of having delivery system. Jolibee, Mcdonald’s and KFC is the
Top 3 Fast Food Restaurant to analyize for comparison. The criterion identified to this study is the
convenience, flexibility, accuracy, realibility, user-friendly, and quality. The Findings shows that KFC is
the most Preferred Fast Food Chain. While the three brands are the most influential criterion when it
comes to convenience, accuracy and quality. In other hand, user-friendly and flexibility shows to have
least significant factors.
Angelo Luis S. Doctora, William Davin D. Perez, Franco Neil A. Sanchez, Abigail B. Vasquez and Rianina
D. Borres (2021) Application of Analytical Hierarchy Process in Comparison of Jolibee, MCdonald’s and
KFC In-House Online Delivery System.
http://ieomsociety.org/proceedings/2021rome/636.pdf