| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 107 === Nowadays, because of the intensely competitive life and convenience, more and more people dine at fast food restaurants. The growing of fast food chains in Taiwan faces with very strong competition. The fast food chain to survive is to satisfy customers’ needs and to preserve corporate image and to raise the service quality. This study mainly focuses on people who consumed in the fast food restaurants of McDonald, KFC and Mos Burger in Zhubei Area. We use 440 questionnaire-based surveys to collect data. We also create several variables to verify hypothesis. We will apply statistical analyses such as reliability analysis, pearson correlations analysis, analysis of variance and regression analysis to find the results. These results show that service quality can enhance customer satisfaction, service quality can enhance behavioral intention and customer satisfaction can enhance behavioral intention.
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