The researchers conducted the study to identify the significant DINESCAPE factors of fast food and casual dining restaurants that influence the overall customer rating/satisfaction and to recommend what DINESCAPE factors to improve on in fast food and casual restaurants based on the significant factors defined. Random respondents were asked if they had experienced dining in all the six subject restaurants and then were given survey questionnaires. Sample size n was computed using the multiple regression sample size calculator. From that, the number of observations was also dependent on the sample size. The computed sample size was 103 however, a total of 45 respondents were acceptable by using multiple regression analysis because according to Hair, Anderson, Tatham, & Black (1995), in order to maximize the number of observations per variable, the minimum ratio of five observations per independent variable should be utilized. The relationship of various DINESCAPE factors and overall satisfaction were determined using different statistical tools like descriptive Statistics, multiple regression analysis, and correlation analysis using the SPSS software. By using multiple regression analysis, it showed that for fast food restaurants not all of the DINESCAPE factors turned out to be significant. The most number of specific factors that were significant is three. For Jollibee and
McDonald’s, there were no significant factors. For Chowking, only three specific factors were significant; enough space seating, crowded seating arrangement, and warm atmospheric factors.
For casual dining restaurants, only few resulted to be significant; seats/furnishings is the only factor that is most common among the significant specific factors. In correlation analysis, individually there are more specific factors significant in fast food restaurants than in casual
dining