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The objective of the study is to identify the comparison on the service quality, the customer experience and the brand image of fast food between McDonald’s and Richeese Factory in Bintara, Bekasi. During the conduct of the study, the subjects that had been selected were the customers who used to visit and consume the fast food in both McDonald’s and Richeese Factory in Bintara, Jakarta. The study was conducted toward 155 respondents by using quantitative method. Then, the data analysis that had been adopted was the Statistical Package for Social Science (SPSS) v.23. The results of the study comparatively show that there is not any significant difference on the variable Service Quality between McDonald’s and Richeese Factory whereas there is significant difference on the variable Customer Experience and Brand Image between McDonald’s and Richeese Factory.

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Comparison On The Service Quality, The Customer Experience And The Brand Image Of Fast Food Between Mcdonald ‘S And Richeese Factory In Bintara, Bekasi