Abstract
Purpose – The purpose of this study is to determine the factors influencing teenager’s perception and behavior towards food quality, service quality, and physical environment quality at drive-thru fast-food restaurants in Bangkok. 42 percent of the respondents were male while 58 percent were female. Of those respondents living in Bangkok, 47.2 percent were 13-18 years old and 52.8 percent were 19-25 years old. The results of this study can be beneficial to those wanting to improve their businesses within the food industry. Design/Methodology/Approach – Online questionnaires were used as a convenient method to collect data from a sample of 400 people. The data was analyzed using Cronbach’s Alpha, descriptive frequency, and multiple linear regressions, where information from the questionnaire was also used to analyze the demographic distribution. Hypotheses testing was also conducted. Findings – Food quality, service quality as well as physical environment quality all play a part in determining a teenager’s perception and behavior towards drive-thru fast-food restaurants. Looking at the regression lines, there were no significant differences for each factor, but service quality and food quality were found to have the strongest influence on teenage behavior towards drive-thru fast-food restaurants. Research Limitations/Implications – The findings of this study demonstrated the various behaviors teenagers can have towards drive-thru fast food restaurants, specifically regarding food quality, service quality, and quality of the physical environment. However, food quality and service quality were found to have the greatest influence on teenage behavior amongst other examined factors. Hence, marketing practitioners should take this into consideration when trying to build a positive perception and word of mouth regarding fast-food restaurants. Originality/value – This study examines the factors influencing a teenager’s perception of food quality and service quality at drive-thru fast-food restaurants. Paper type - Research paper
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