The Relationship between Consumer Convenience and Consumer Satisfaction for Fast-food Industry in Kaohsiung City:A Discussion on Effects Of Careers Service Quality Plays The Relationship Between Consumer Convenience and Consumer Satisfaction for Fast food Industry in Kaohsiung City: A Discussion on Effects Of Careers Service Quality Plays Mediator and Moderator

• Main Authors: Bi-FangYan, 顏碧芳
• Other Authors: 楊一峰
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/jc36e7

碩士 === 樹德科技大學 === 經營管理研究所 === 102 === Living in the busy modern society, in order to reduce the time spent on eating, people in our country have gradually changed their custom from eating traditional complex cooking food to convenient fast food. Because the western fast food industry in Taiwan meet the need of efficient eating habit, many people will put the fast food stores in the list while choosing what to eat. This makes people have close connection with fast food industry. The numbers of fast food company in Taiwan has reduced from early prosperity to three big company: the McDonald''s, Mos Burger, and KFC. The sever competition urges the fast food companies to emphasis on their differences from others, and provide more convenient consumption patterns and the best service quality, so as to satisfy the consumers and to increase their profit. So, it is the most important lesson for the fast food company to increase the consumer satisfaction. The research shows the results: (1) The conveniency shows positive effect on service quality. (2) Good service quality brings positive influence on consumer satisfaction. (3) The conveniency has positive influence on consumer satisfaction. (4) The service quality reinforces the influence of the conveniency on the consumer satisfaction. (5) If the service quality of a fast food industry shows "jamming effect", the service quality will influence the relationship between consumer conveniency and consumer satisfaction.