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Identifying the Attributes of College Students' Fast Food Restaurant Selection and Satisfaction  

Hyun, Sung-Hyup (Dept. of Tourism and Convention, Pusan National University)
Park, Kun-Soon (Dept. of Hotel and Hospitality Management, Tougaloo College)
Heo, Cindy Yoon-Joung (School of Hotel and Tourism Management, The Hong Kong Polytechnic University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.20, no.6, 2010 , pp. 975-986 More about this Journal
Abstract
College students represent a substantial market for fast food restaurant companies. In this sense, this research aims (1) to identify the attributes that influence college students' fast food restaurant selection, (2) to analyze how fast food restaurants perform with regards to those attributes using importance-performance analysis, and (3) to examine which attributes influence college students' satisfaction in a fast food restaurant context. Based on a literature review, 13 attributes that influence college students' fast food restaurant selection were derived. Then, using importance-performance analysis, it was found that among the 13 attributes, college students highly considered seven of them. Additionally, data analysis indicated that, currently, fast food companies perform well with regards to these seven attributes. More importantly, according to multiple regression analysis, among the seven attributes, value-related attributes (price, speed, location, and friendliness) were significantly related to college students' overall satisfaction.
Keywords
Fast food restaurant selection; college students; satisfaction; importance-performance analysis;
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