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Factors influencing Generation Y’s return patronage to quick service restaurant

The objective of this research project is to investigate the factors that influence Generation Y return patronage to Quick Service Restaurant (QSR). Many researches in the past only investigate the overall customers return patronage to QSR, but they are not focusing solely on Generation Y. This rese...

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Main Authors: Chim Lai San, Ahmad Faliq Abu Bakar, Emi Rafida Abd Rahman, Farah Illa Amirah Mahmud
Format: Undergraduate Final Project Report
Published: 2016
Online Access:http://discol.umk.edu.my/id/eprint/6793/
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id my.umk.eprints.6793
record_format eprints
spelling my.umk.eprints.67932022-05-23T08:49:23Z http://discol.umk.edu.my/id/eprint/6793/ Factors influencing Generation Y’s return patronage to quick service restaurant Chim Lai San Ahmad Faliq Abu Bakar Emi Rafida Abd Rahman Farah Illa Amirah Mahmud The objective of this research project is to investigate the factors that influence Generation Y return patronage to Quick Service Restaurant (QSR). Many researches in the past only investigate the overall customers return patronage to QSR, but they are not focusing solely on Generation Y. This research project will also include literature reviews to provide a clearer explanation and understanding towards the research topic and to provide justification for research questions and research problems faced by researchers. This research is a quantitative research and 200 respondents will be chosen using Convenience Sampling method in major QSR brand in Malaysia, namely McDonald‟s, KFC and Pizza Hut. Managerial implications will be outlined to provide insights and valuable message to QSR. Limitation of this research will be outlined and several recommendations will be established to guide future researchers in successfully overcome these limitations. 2016 Undergraduate Final Project Report NonPeerReviewed Chim Lai San and Ahmad Faliq Abu Bakar and Emi Rafida Abd Rahman and Farah Illa Amirah Mahmud (2016) Factors influencing Generation Y’s return patronage to quick service restaurant. Undergraduate Final Project Report thesis, Faculty of Entrepreneurship and Business. (Submitted)
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description The objective of this research project is to investigate the factors that influence Generation Y return patronage to Quick Service Restaurant (QSR). Many researches in the past only investigate the overall customers return patronage to QSR, but they are not focusing solely on Generation Y. This research project will also include literature reviews to provide a clearer explanation and understanding towards the research topic and to provide justification for research questions and research problems faced by researchers. This research is a quantitative research and 200 respondents will be chosen using Convenience Sampling method in major QSR brand in Malaysia, namely McDonald‟s, KFC and Pizza Hut. Managerial implications will be outlined to provide insights and valuable message to QSR. Limitation of this research will be outlined and several recommendations will be established to guide future researchers in successfully overcome these limitations.
format Undergraduate Final Project Report
author Chim Lai San
Ahmad Faliq Abu Bakar
Emi Rafida Abd Rahman
Farah Illa Amirah Mahmud
spellingShingle Chim Lai San
Ahmad Faliq Abu Bakar
Emi Rafida Abd Rahman
Farah Illa Amirah Mahmud
Factors influencing Generation Y’s return patronage to quick service restaurant
author_facet Chim Lai San
Ahmad Faliq Abu Bakar
Emi Rafida Abd Rahman
Farah Illa Amirah Mahmud
author_sort Chim Lai San
title Factors influencing Generation Y’s return patronage to quick service restaurant
title_short Factors influencing Generation Y’s return patronage to quick service restaurant
title_full Factors influencing Generation Y’s return patronage to quick service restaurant
title_fullStr Factors influencing Generation Y’s return patronage to quick service restaurant
title_full_unstemmed Factors influencing Generation Y’s return patronage to quick service restaurant
title_sort factors influencing generation y’s return patronage to quick service restaurant
publishDate 2016
url http://discol.umk.edu.my/id/eprint/6793/
_version_ 1763303747995303936
score 13.211869

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