Factors influencing Generation Y’s return patronage to quick service restaurant

The objective of this research project is to investigate the factors that influence Generation Y return patronage to Quick Service Restaurant (QSR). Many researches in the past only investigate the overall customers return patronage to QSR, but they are not focusing solely on Generation Y. This research project will also include literature reviews to provide a clearer explanation and understanding towards the research topic and to provide justification for research questions and research problems faced by researchers. This research is a quantitative research and 200 respondents will be chosen using Convenience Sampling method in major QSR brand in Malaysia, namely McDonald‟s, KFC and Pizza Hut. Managerial implications will be outlined to provide insights and valuable message to QSR. Limitation of this research will be outlined and several recommendations will be established to guide future researchers in successfully overcome these limitations.