American Journal of Information Science and Computer Engineering
Articles Information
American Journal of Information Science and Computer Engineering, Vol.2, No.3, May 2016, Pub. Date: Jul. 15, 2016
An Empirical Study on the Selection of Fast Food Restaurants Among the Undergraduates with AHP Model
Pages: 15-21 Views: 699 Downloads: 783
Authors
[01] Lam Weng Siew, Department of Physical and Mathematical Science, Faculty of Science, UniversitiTunku Abdul Rahman, Kampar Campus, Kampar, Perak, Malaysia; Centre for Mathematical Sciences, Centre for Business and Management, UniversitiTunku Abdul Rahman, Kampar Campus, Kampar, Perak, Malaysia.
[02] Chen Jia Wai, Department of Physical and Mathematical Science, Faculty of Science, UniversitiTunku Abdul Rahman, Kampar Campus, Kampar, Perak, Malaysia.
[03] Lam Weng Hoe, Department of Physical and Mathematical Science, Faculty of Science, UniversitiTunku Abdul Rahman, Kampar Campus, Kampar, Perak, Malaysia; Centre for Mathematical Sciences, Centre for Business and Management, UniversitiTunku Abdul Rahman, Kampar Campus, Kampar, Perak, Malaysia.
Abstract
Fast food is the food that can be prepared in a fast and standardize way as well as can be distributed quickly. The blooming of fast food restaurants have become the favourite choice among the undergraduates in Malaysia. They tend to choose fast food as alternatives besides traditional food in Malaysia due to the convenience. The objective of this paper is to determine the priority of decision criteria in the selection of fast food restaurants among the undergraduates in Universiti Tunku Abdul Rahman, Malaysia with Analytic Hierarchy Process (AHP) Model. The decision criteria identified in this study are price, customer service, environment, flexibility, efficiency, location and cleanliness. Besides that, this paper also aims to determine the most preferred fast food restaurant among McDonald, Kentucky Fried Chicken (KFC), Pizza Hut, Domino Pizza and Wing Zone with AHP Model. The results of this study show that McDonald is the most preferred fast food restaurant followed by KFC, Pizza Hut, Wing Zone and Domino Pizza among the undergraduates. Price, customer service and cleanliness are ranked as the top three influential factors by the undergraduates in this study. The significant of this paper is to determine the most preferred fast food restaurantas well as the most influential decision criteria in the selection of fast food restaurants by the undergraduates in Malaysia with AHP model.
Keywords
Fast Food Restaurants, Multi-Criteria Decision Making, Analytic Hierarchy Process, Priority, Undergraduates
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