Dining satisfaction with quick service restaurants among college students

Abstract

The purposes of this research were to investigate the reasons why college students enjoy fast food and why fast food is popular among college students.  There were 313 respondents participating in this study. The majority of them were male, between 18-24 years of age, single, and they were freshmen and sophomores. On average, they visited the restaurant 3 times a week. Friends and family were their major source of information, followed by drive-by, the restaurant sign, social media, and billboard.  Respondents were most satisfied with billing was accurate, operation hours were convenient, received food as ordered, menu was easy to read and order, and seat availability. Those who were satisfied with the restaurant would come back and recommend their friends and relatives to patron the restaurant.