Customer Perception and Behaviors of Fast Food Restaurants: A Case Study of Radix Fried Chicken Sdn. Bhd. (RFC)

This study aimed to investigate customer demographic relationship between customer perceptions and customer behavior through service marketing mix (7P's). This study was also conducted based on theories of perception and behavior of customers that have been formed as a result of previous studies. This study uses quantitative methods involving 400 customers who have enjoyed the RFC products. A simple random sampling group data was statistically delineated through frequency, percentage, mean, standard deviation, t-test, f-test and chi-square test. The main finding of the study examines how the differences of demographic have differences in customer behavior and customer perception. At the end, the result show that the some demographic have relationship among behavior and perception.