Research Objectives
The two key objectives of this research paper are to (1) identify which is the most significant factor that influences college students’ perception of a fast food restaurant; and to (2) test the combine effects of both physical environment and the behaviour of employees on college students’ perception of fast food restaurant service quality.
In-depth research on college students’ perception towards the service quality of restaurant in a more critical manner will be studied to answer the question of what college students think about Mechanic clues and Humanic clues of fast food restaurants. Fulfilling the first objective and the results yielded will lead to the understanding in which is the main factor that influences college students in choosing a fast food restaurant.