| Summary: | 碩士 === 修平科技大學 === 精實生產管理研究所 === 100 === Visual management in our life which indirectly affecting our habits and behavior patterns; McDonald's corporation is based on a globally consistent" quality, service, health and value" also content with "100% customer satisfaction. McDonald's environment preserves clean, quality control and good service attitude, which deservers customer’s satisfaction with McDonald's fast food operation, the excellent thinking of the customer store, shop visualization of the satisfaction repurchasing intentions, and that the services refer to the implementation of excellent service. In this study, a questionnaire applied for measurement, the questionnaire was divided into the store to visual management shop, visual management, customers’ satisfaction and repurchase intentions in four dimensions.
The design of the questionnaire participated with the guidance of professors and students, also referred from foreign literature. The items of questionnaire was clarified and revised for improving the quality of the questionnaire. The object takes McDonald's in central Taiwan as an example. In this study, both statistical analysis software of SPSS-17.0 and AMOS-16 were applied for conduct scale factor analysis and reliability analysis. The results obtained that:
A."Store visual" and "outside the shop visual", the two dimensions presented significant correlation, both McDonald's restaurant out-side the visual marked degree and in-store visual of marked degree of customer identification are important.
B."Store visual" positively impact on "customer satisfaction". McDonald's store visual of more clearly marked will extended the higher of customer satisfaction. Compared "customer satisfaction" with "repurchase intentions" revealed a positive relationship.
C."customer satisfaction" deeply effected on "repurchase intention".
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