| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === The purpose of the study is to investigate consumer recognition of the importance and performance of the fast-food restaurants(McDonald’s) and Convenience Store(7-Eleven). The subjects in this study were composed of the consumer used to dine in the tow different kinds of restaurants. Descriptive Statistics and Importance-Performance Analysis (IPA) were applied to probe into the consumer responses to the questionnaires The matrix analysis of IPA contained four quadrants, keeping on, over supply, lower superior order, and needing improvement.
Based on the data analyses, the major findings of the present study are summarized as follows:
1. McDonald’s : Falls in the quadrant I keeping on districts 14 largest over supply falls in the quadrant IV of the project total 3 items at least.
2. 7-Eleven : Falls in the quadrant I keeping on districts 16 largest over supply falls in the quadrant II of the project total 1 items at least.
The study results are proposed for the restaurantauthorities to enhance the management of service quality and promote the competitive superiority.
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