| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 99 === The study is based on the samples of fast food customers in Kaohsiung, discussing how the store image and service quality of a fast food restaurant and their interaction affect customers’ purchase intension. In the study, 360 questionnaires were issued to the customers in 14 fast food restaurants, including McDonald’s, Kentucky and Moss Burger, in Sanmin District, Kaohsiung City, in January, 2011. Total 328 valid samples were analyzed by means of SPSS, inclusive of factors, reliability, correlation and stepwise multiple regression analyses.
The results of the research show that store image, service quality and their interaction are all significantly and positively related with customers’ purchase intention. According to these findings, three suggestions are offered as follows: (1) The fast food operators should emphasize their store images. They must try hard to meet customers’ shopping needs in different ways, such as convenience, the settings of the fast food restaurant, and post-sales service. The more satisfied customers feel with a fast food restaurant, the more willing customers are to visit it and to make their purchases. (2) Service quality is one of the major factors of harmonious relation between customers and operators which leads to stronger purchase intension of customers. For pursuing agreeable service quality, fast food operators should make effort to improve clerks’ attitude, clerks’ looks and manners, post-sales service, etc. (3) The fast food operators must keep observing and meeting customers’ needs in order to enhance their purchase intention.
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