顧客對於一家餐廳的價值感官以及滿意度，會深受其室內與室外裝潢影響，並間接決定他們再次造訪的意願。此論文研究目的是呈現Quick-Service restaurant image (QSRI)如何左右顧客對速食餐廳的態度以及如何刺激顧客接近或是遠離其用餐空間。現有研究已經探討過一家餐廳成功的各種組成因素，例如：地點、餐點品質、菜單多元化、服務人員專業度、價格、衛生程度等等。但是在這種種的因素當中，卻沒有提到顧客是如何看待餐廳的室內外設計，進而決定使否造訪。因此，本研究目標鎖定在了解室內設計的元素像是顏色、燈光與用餐環境格局，並且分析哪些因素是決定一家餐廳成功最重要的關鍵。

此研究將會針對速食餐廳顧客，提供一份完整的問卷調查以及3D實景模型。透過了解速食餐廳顧客的消費經驗來證實研究假設。研究假設將著重於討論一個良好的餐廳內外觀管理將會創造有效的也是最直接的行銷效果，並且從研究結果中推斷出什麼是一家餐廳成功的決定性裝潢設計要素。現今的速食餐廳產業已經被些許龍頭霸佔，而這些業者也成功地將用餐環境的設計、餐點與服務做完整的結合。因此，本研究將強調探討餐廳空間設計，並借此希望能給予之後相關業者一個經營成功速食餐廳更清楚的參考。

A restaurant's interior and exterior design can have an enormous influence on customer’s perception of value and satisfaction, which in return can influence their revisit intentions. The purpose of this research is to unfold the key elements by which a Quick-Service Restaurant Image (QSRI) influences customers attitude and impulses them to approach or avoid the Servicescape. Previous research has looked into all the different components of image (e.g. Store location, food quality, menu variety, professional appearance of staff, price and cleanliness) that make up a successful restaurant. But one question that has been left unanswered concerns on how people judge the exterior and interior design of a restaurant and decide to take action to go visit the place. Thus, our purpose aims to fill this gap and solely focus ourselves on the interior design elements of color and lighting of a QSRI and determine what is needed to succeed in this area.

We will use carefully elaborated questionnaires and 3D realistic rendered models on fast food restaurant customers to empirically validate the proposed hypothesis. We argue that an effective image management brings in a competent marketing strategy; therefore we expect that our findings will help restaurateurs determine what is needed to succeed in terms of design. The Quick-Service Restaurant Industry has been dominated by titans that have successfully been able incorporate the elements of design, food and service. Our research seeks to reinforce the area of design and inspires upcoming businesses to give them a clearer path on how to succeed in establishing a QSR.

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