Mechanic clues vs. Humanic clues : Perception of young people towards service quality of fast food restaurant in Ho Chi Minh city
Abstract
Over the recent decades, the number of fast food restaurants in Ho Chi Minh city (HCMC) has been significantly increase due to the demand of customers, especially young people. Fast food restaurants nowadays offer so many healthier choices for customers compared to the past. Moreover, young people tend to be busy today and they also have more social needs, so fast food restaurants can be their consideration. This research aims to investigate which factors between Mechanic clues and Humanic clues affect customer perception towards fast food restaurants in HCMC. Hopefully, the result of this research can support managers from fast food restaurants and other kinds of restaurants enhance customer perception and customer loyalty.