Mechanic Clues vs. Humanic Clues: Students’ Perception towards Service Quality of Fast Food Restaurants in Taylor's University Campus

Abstract

The college student's market is expanding. Earlier research shows that the common wisdom that college students and fast food go together seems valid. These young adults had formed a substantial market for the fast food industry. Both Mechanic clues and Humanic clues will be used to test the influence on college students’ perception of the service quality of fast food restaurants. The objectives of this study were to gauge the college students’ perception towards fast food restaurant and to determine whether Mechanic clues or Humanic clues have more impact on the perception of college student as service experience which influences the customers’ perception is affected by Mechanic clues and Humanic clues; it effected the emotional perceptions of quality. Consequently, this leads to a quantitative research which examined the combined effects of the physical environment (Mechanic clues) and the behaviour of employees (Humanic clues).

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