| Summary: | 碩士 === 長庚大學 === 商管專業學院 === 104 === The purpose of this study is to determine the principal differences between Honduran and Taiwanese customers’ behavior, satisfaction and loyalty when dining at McDonald´s. Honduras and Taiwan are countries that have major contrasts in many aspects such as religion, history, language, gastronomy, and others which make these countries extremely opposing.
The results showed that Honduran customers have a higher level of loyatly compared to Taiwanese customers when dinning at McDonald’s restaurant. Furthermore, Hondurans manifested a higher level of satisfaction in regards to McDonald’s products and services.
The rapid and constant changes occurring in today´s environment is a commitment for world-wide companies to build and uphold a solid and durable business relation. Customer is the most important asset a company or institution can have for that reason companies nowadays try their best to provide customers a satisfactory service. Customer is a person or group of people, who are the final users of products or services.
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