Title

The effect of food quality on Burger King's patronage

Document Type

Thesis

Degree

Master of Science (MS)

Department

Hospitality Management

First Advisor's Name

Lendal Kotschevar

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Joseph Gregg

Keywords

Fast food restaurants, Florida, Miami, Food preferences, Convenience foods

Date of Defense

1985

Abstract

Food quality is a vital factor for the success of many food facilities, Fast food facilities may, however, depend on factors along with food quality to attract patrons. This study attempted to find out if food quality is a major factor prompting customers to eat at a fast food facility. Burger King Corporation was selected to ascertain to what degree quality served to attract business. Data was collected by means of a questionnaire handed to passersby at the Miami International Mall and the Miami Dade Mall to find out the reason why patrons who ate at Burger King selected it. Six factors were covered: fast service, food quality, price, location, advertising and child preference. Results showed that food quality was fourth in prompting customers to eat at Burger King. Location, fast service and price were ranked first, second and third in importance.

Identifier

FI15101348

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