| Summary: | 碩士 === 大葉大學 === 資訊管理學系碩士班 === 94 === The catering business is an enormously worthy industry in any single country. According to the research in 2003, about ninety percent of eat-outside workers was done by lunch boxes. In 2003, five major convenience stores in Taiwan totally sold out one million lunch boxes, which took up sixteen percent of the total lunch box sale. In this circumstance, enhancing every quality factor to increase customers’ satisfactions as well as realizing consumers’ behavior is becoming the urgently improving aspects. This research adopts Grounded Theory, bases on talking method, figures out quality factors of lunch box industries and also consumers’ behavior model from letter manuscript. Based on this research to provide appropriate management meaning for lunch box industry managers.
Based on Ground Theory, this research explored seventeen consumers’ behavior modes and as well utilized quantitative statistics to find out five factors which would affect customers’ satisfaction. According to the importance, ranking as following is food taste, sanitation, service, facility, and food quality. On the basis of consumers’ behavior, this research provides some management meanings and suggestions about location, parking convenience, inner facility, service, marketing and the distance between city and country.
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