臺灣博碩士論文加值系統

消費者的基本需求，主導著市場變化的方向，這一點是行銷人員和任何一家企業都不能忽視的觀念，而從基本需求的轉換上來分析消費者的潛在需求是否得到滿足，將決定企業的競爭力。
本研究之主要目的在於探討台灣整體速食業與不同速食業者之消費者商店印象、購買行為、整體滿意度及顧客忠誠度之間的相互影響關係；同時也比較不同速食店消費者在各研究構面因素之表現是否有顯著性的差異存在。
本研究選擇具有長期經營經驗的成功速食連鎖企業為研究對象，包括西式速食漢堡類之「麥當勞」、炸雞類之「肯德基」、披薩類之「必勝客」，以及中式餐點類之「三商巧福」等四家速食業者之消費者為抽樣對象，共發放500份問卷，其中以有效問卷432份進行統計分析；以下僅就研究結果歸納建議如下：
1.速食業者未來必須加強與調整的經營重點，包括開發健康取向的新產品、適度調整訂價策略、加強服務人員的作業回應能力、用心營造店的整體感覺、解決顧客的停車問題、多舉辦惠及常客的促銷活動、以及積極參與公益活動以提升知名度與口碑的建立。
2.速食業者若欲與消費者建立長期穩固的顧客關係，除了要加強改善上述商店印象屬性等之經營重點外，最重要的工作就是要落實提升顧客的整體滿意度，以創造卓越的顧客價值與忠誠的互動關係。
3.現階段的中式速食業者仍無法與麥當勞、肯德基、必勝客等跨國性的西式速食連鎖企業相抗衡，但只要虛心學習並確立推動全球化經營的目標與決心，相信中式速食餐飲業者在未來還是有機會能開創出一條邁向國際級連鎖加盟體系的康莊大道。

It is difficult for any marketing researcher or company to neglect on such an aspect of basic consumer needs, theoretically, that not only influences the consumer market but also determines the competitive strength of the corporation.
This research was to find out about the consumers of the fast-food chain stores in Taiwan. The research was based on the relationships among store image, purchase behavior, satisfaction and loyalty, and further to compare with the differentiations among those sampling fast-food stores, including McDonalds, KFC Taiwan, Pizza Hut and the Chinese fast-food store of 3375 beef noodle stores.
During the research period, 500 questionnaires were passed out. Among those 500 questionnaires, 432 questionnaires were effective. The results and suggestions of this study as following:
1. In the future, the important things for fast-food stores to consider are the development of new healthy products, adjusting the pricing strategy of products, enhancing the training programs of consumer service, decorating the atmosphere throughout the whole store, solving the parking problems, holding special promotions for old customers, and participating in more public-benefit activities in order to gain a good reputation and a better image.
2. Besides fulfilling those mentioned above, the most critical task for stores is to maintain a stable relationship with customers. They need to create better customer satisfaction, and meet customer demands. This in turn will create customer mutual value and loyalty.
3. At present, the Chinese fast-food stores lack the ability to challenge with those well-known western fast-food stores such as McDonalds, KFC and Pizza Hut. However, with a humble learning attitude and a global vision, the Chinese fast-food stores will still have an opportunity, in the near future, to achieve the goal of becoming a successful corporation of fast-food chain stores in the world.

第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究對象與範圍 4
第四節 論文結構與研究流程 5

第二章　相關文獻探討
第一節 速食連鎖加盟業 7
第二節 商店印象 12
第三節 消費者購買行為 14
第四節 整體滿意度 17
第五節 顧客忠誠度 20
第六節 商店印象與購買行為、整體滿意度之關係 21
第七節 商店印象、購買行為、整體滿意度與顧客忠誠度之關係 23

第三章　研究方法
第一節 研究架構 27
第二節 研究假設 28
第三節 變數之操作性定義、衡量與問卷設計 30
第四節 資料蒐集方法 34
第五節 資料分析方法 37

第四章 研究結果
第一節 研究構面之敘述性分析 39
第二節 研究構面因素之信度檢定 44
第三節 研究構面之差異性分析 46
第四節 研究構面間之互動關係 51

第五章 結論與建議
第一節 研究結論 72
第二節 建議 76

參考文獻 79
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【網站資料】

三商巧福速食店網站，http//www.3375.com.tw。

必勝客速食店網站，http//www.pizzahut.com.tw。

肯德基速食店網站，http//www.kfcclub.com.tw。

麥當勞速食店網站，http//www.mcdonalds.com.tw。

臺灣連鎖暨加盟協會網站，http//www.tcfa.org.tw。

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