패스트푸드 소비자들의 이용실태와 만족도에 관한 연구 : 부산지역 주요 업체를 중심으로 = Consumer Attitudes and Satisfaction for Fast - Food Restaurants in Busan

다국어 초록 (Multilingual Abstract)

This paper examined consumer behaviors and attributes importances, and satisfaction of international fast food restaurants in Busan area, Korea. Through an questionnaire survey, 279 samples were completed. Results showed that convenience motive was dominant in the consumption of fast food restaurant and consumers mainly accompany their friends. The mean frequency of visit per month was 5.79 and the mean purchase amount per visiting was ￦5.512. This study found the most important attribute of fast food restaurant as food taste, followed by cleanness, kindness, quick service, and facilities. The most preferred brand was Mcdonald and KFC got highest score in repatronage intentions. The significant factors influencing the overall satisfaction of fast food restaurant were food taste, quick service and store facilities. The fast-food restaurant marketing implications of the study were discussed and further researches were suggested.