Investigating the Customer's Experience at the Fast-food Restaurants: A Study on Customers in Jyväskylä, Finland

Abstract

The study has explored the key factors determining customer experience in fast-food restaurants. The research was held at Jyväskylä in Finland, with a specific focus on student customers. It indicated an important percentage of the city’s fast-food market. As consumption of fast food continues to grow, customer expectations and understanding have also related to food quality, service competence, ambiance, pricing, and digital service adoption. Both quantitative and qualitative methods have been used, including an online survey and semi-structured interviews. From quantitative understanding, the analysis exposed strong satisfaction with food quality, service speed, menu variety, and digital ordering tools, whereas concerns continue about pricing fairness, food temperature, accuracy and service performance through peak hours. From qualitative understandings, the research highlighted the significance of taste, freshness, hygiene, and staff responsiveness in the dominance of repeated visits. Although, ambiance is not a main factor for restaurant selection, it impacts comfort and dining time. Finally, the research contributed to a deeper understanding of consumer experience in Jyväskylä’s fast food restaurant. Besides, the analysis offered real recommendations for improving service design, menu variations, price policies, and operational competence. This research indicated the appreciated implications for fast-food proprietors and administrators looking for improved customer satisfaction, loyalty, and long-term competitiveness in student-dominated areas such as Jyväskylä.