| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 102 === In recent years, with the development of economy and upgrading of national income, people pay more attention to food, clothing, living, transportation, education and recreation in their life, and the most important one is the edible part. The dealer in the 2010~2013 for four consecutive years by the Global Views magazine elected service industry rankings had won first place in fast food industry, but how does the dealer with service quality and relationship marketing to gain customers’ satisfaction in the fierce competition of food and beverage industry, and to be consumers’ first choice. This study uses convenient sampling method of SPSS 20 and AMOS21.0 to carry on the analysis, to discuss the relevance of customer satisfaction with the service quality and relationship marketing of the restaurant''s consumption of consumers in KFC Kaohsiung area. This study has set up four research hypothesis, aim at KFC consumption of consumers in the Kaohsiung area as the object of study results show a positive effect of service quality on customer satisfaction; relationship marketing has a positive effect on customer satisfaction and relationship marketing as the mediating effect of service quality and customer satisfaction, said a good service quality has a certain influence on customer satisfaction; relationship marketing has a certain influence on customer satisfaction, and relationship marketing will affect the influence of service quality to the customer satisfaction.
Keywords: relationship marketing; service quality; customer satisfaction.
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