Research On Customer Satisfaction Of Fast Food Restaurant Based On Technology Acceptance Model

With the enlarged space of city and the accelerated pace of work, people’schoose of dining have changed dramatically. More and more people choose fastfood restaurant dining, which provided a rapid development opportunity for fastfood industry. How to attract more customers dining at fast food restaurant isbecoming the key research issue of fast food companies.This paper aims to findkey factors of customer satisfaction of fast food restaurant by reviewing literatures,building conceptual model and making empirical research.Firstly, the paper reviewed some literatures, including the therory of customersatisfaction, the relationship between customer satisfaction and customer loyalty,the influencing factors of customer satisfaction and the related theories oftechnology acceptance model. Secondly, the paper constructed a customersatisfaction model of fast-food restaurant based on the technology acceptancemodel, and designed a questionnaire to form the measurement scale of the relevantvariables.Then, a pretesting was made to optimize the questionnaire. Lastly, anempirical research had been made to test hypothesises of the model. Data collectedthrough field and network from consumers of Feixi old hens, KFC andMcDonald’s. Reliability analysis, validity analysis and canonical correlationanalysis had been made through SPSS18.0statistical software. Some conclusionshad been drawn as the following: the two dimensions of brand image aresignificantly positively correlated with customer satisfaction; the three dimensionsof service quality are significantly positively correlated with customer satisfaction;the two dimensions of environment factor are significantly positively correlatedwith customer satisfaction; perceived ease of use is significantly positivelycorrelated with customer satisfaction; perceived usefulness is significantlypositively correlated with customer satisfaction; customer expectation andcustomer satisfaction have a significant positive correlation; attitudinal loyaltyand behavioral loyalty of the two dimensions of customer loyalty and customersatisfaction have a significant positive correlation.