| Summary: | 碩士 === 開南大學 === 國際企業學系 === 104 === Taiwan's society today, because food security crisis in Taiwan continue to be staged, the people of Taiwan and the government would have set up and showed some reassuring indicators of food, but for the majority of the people of Taiwan for food security for the trust that the above is difficult to grasp .
Because people would have to eat every day, but now increasingly advanced technology, need the convenience of eating a lot of this has become public must eat pipeline, so the study will be to identify which major chain of fast-food company's brand image influence the general public, as well as customer perceived value meal for after the fast-food enterprises, with the perception of a risk assessment, in fact, for the fast-food business in the future organization of great help, but also to a better understanding than chain fast-food business the impact of past customers.
The actual extent of the wishes of customers willing to buy in the news and media, and in fact, after the discover of quality and dining have a deep impact, the butterfly effect, repeated the baseless assertion, this is very common. However, a successful chain of fast-food companies is how to achieve sustainable development on business and this is a lot of learning. Scope of the study is that the reason why fast food chain companies, these companies were able to fast-food chain in Taiwan is constantly updated expand more into the territory of the business and even to the world, but also to Taiwan, this is definitely a very worth exploring research .
And the reason why research is limited to Taiwan because Taiwan can be called one of the world's food is heaven bound, and in this because there is competition and food security under difficult circumstances, is how to expand its quality, how can again and again food security crisis in Taiwan, unaffected growing and strong research knowledge is very deep.
The fast-food chain enterprises studied have a trait, is the development of fast-food business in Taiwan is deeply rooted in some of them, and these fast-food chain in the international companies are also immortal. This study is to analyze the way through, the major fast-food chain in Taiwan famous enterprises are KFC, McDonald's, Mos Burger, Burger King conducted a meta-analysis, first individually analyze each of its brand image and perceived risk and perceived affect the value of customer satisfaction, after further analysis and comparison of the four fast-food chain enterprises, they compare the difference. This study was collected in questionnaires to people as well as deep understanding of customer views on these fast-food industry chain diet mentality and perceived risk, perceived value, and brand image, and so it. Therefore, the efficiency of research can also analyze the customer actually favor it will once again be able to feel at ease in which homing. We hope this study can be made to enhance the future if there is contact with the operating chain fast-food companies have a more thorough approach and view.
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