在服務業已占GDP比重達70%的台灣，其中屬於四大民間服務業的批發零售業，當中的餐飲業裡，消費者的滿意與喜好往往決定了往後的回客率，因此提昇顧客滿意度，進而養成顧客忠誠度，始終是該行業努力在精進的重要課題。

而本研究即是從服務業聚焦於其中的「西式速食業」，探討影響該行業顧客滿意度的因素，並以個案研究的方式，選定西式速食業的代表「摩斯漢堡」來做研究，追蹤其在2013年由顧客回覆超過10萬張的顧客意見卡，分析其中資料，探討到底哪些因素會影響摩斯漢堡的顧客滿意度。

本研究以Zeithaml與Bitner(1996)的「顧客知覺品質與顧客滿意度關係圖」為理論基礎及資料分析時的架構，去探討情境因素(消費時間、消費方式、用餐人數)及個人因素(性別、年齡、職業、消費頻率)對服務品質及產品品質的顧客滿意度之影響。

本研究希望能從管理的角度解析研究結論所代表的管理意涵，同時對摩斯漢堡與西式速食業者在未來如何有效提昇顧客滿意度上給予適當建議，期能對相關學術及實務上有些貢獻，並對後續研究方向做建議。

In the service industry accounts for 70% of GDP in Taiwan, four of which belongs to the wholesale and retail trade that in catering industry, consumer satisfaction and preferences often determine the subsequent back-off rate, thus enhancing customer satisfaction, further develop customer loyalty, has always been an important issue in this industry.

This research focuses on " western fast food industry" that is from one of the service industry, to explore the factors affecting customer satisfaction in the industry, and by way of case studies, selected representatives of western fast food industry, "Mos Burger" to do research, track their reply by the customers in 2013 more than 100,000 customer comment cards, analyze data, to explore in the end what factors will affect the Mos Burger customer satisfaction.

In this study, Zeithaml and Bitner (1996) of "customer perceived quality and customer satisfaction graph" as the structure of the theoretical basis and data analysis, and to explore the situational factors (consumption of time, consumption patterns, the number of meals) and personal factors (gender , age, occupation, frequency of consumption) impact on customer satisfaction of service and product quality.

This study would be to resolve a management perspective conclusions represent management implications, while Mos Burger and Western fast food industry to give appropriate recommendations on how to improve customer satisfaction in the future, hoping for some of the relevant academic and practical contribution, and do follow-up research proposals.

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