Consumer awareness of fast food restaurants: A scale improvement study oriented to consumer's ideal fast food restaurant perception

The study aims to develop an original and up-to-date scale for consumers' perception of the ideal fast food restaurant. In the study, exploratory sequential design, one of the mixed methods in which qualitative and quantitative research designs are used together, was used. In the qualitative phase of the study, in-depth semi-structured interviews were conducted with 14 participants between September 10 and October 24, 2019. The data obtained as a result of these interviews were subjected to content analysis. A questionnaire form consisting of 37 Likert type questions were prepared from the codes obtained as a result of qualitative data analysis, except for the demographic section. The questionnaire was applied to 534 customers at a fast food chain located in Bayrampaşa, Eyüp and Mecidiyeköy districts of İstanbul between February 10 and 15 March, 2020. All data were collected at once, and EFA was applied for 285 questionnaires. As a result of the exploratory and confirmatory factor analyses, the validity of the 7 factor and 29 item scale created for the perceptions of the ideal fast food restaurant was established.