顧客滿意度調查在過去幾年在各個企業已經變得很普遍，許多研究發現，整體顧客滿意會提昇導致營業額提高，本研究的主要目的是希望西式速食業的顧客滿意工作變得更加明確，因為企業若越加專注在服務的因素下越加更直接影響到忠誠度。
回顧中外文獻後，發現學界對於探討西式速食業的「顧客滿意度」與「忠誠度」之間關係的研究較其它產業為少，因此，本研究之主要目的在於探討台灣麥當勞之消費者感知的企業印象、購買決策行為、整體滿意度及顧客忠誠度之間的相互影響關係，比較麥當勞消費者在各研究構面因素之表現是否有顯著性的差異存在；並試圖瞭解消費者在「人口統計變數」、「消費金額」、「消費頻率」等干擾變數，在顧客滿意度與忠誠度之間所造成的影響。
以下僅就研究結果歸納建議如下：
1. 速食業者未來必須加強與調整的經營重點，包括開發健康取向的新產品、適度調整訂價策略、加強服務人員的作業回應能力、用心營造店的整體感覺、多舉辦優惠及促銷活動、以及積極參與公益活動以提升知名度與口碑的建立。
2. 速食業者若欲與消費者建立長期穩固的顧客關係，除了要加強改善上述企業形象屬性等之經營重點外，最重要的工作就是要落實提升顧客的整體滿意度，以創造卓越的顧客價值與忠誠的互動關係。

Customer satisfaction surveys have become commonplace in many corporations over years. Initially the emphasis was on measuring customers’ overall perceptions of service, the view being that an increase in satisfaction would lead ultimately to an increase in sales. This Empirical Study creates customer satisfaction and loyalty elements and more specific than before. To succeed in operation, the managers of restaurants have to emphasize not only the quality of foods but also the outstanding service quality, delivering what customers satisfaction and create customer loyalty.
After reviewing the Chinese and foreign literature, there is fewer research of the relation between “customer satisfaction“ and ”customer loyalty“ in Quick Service Restaurants (QSR). So, this research was to find out the relationships among coporation image, purchase behavior, customer satisfaction and loyalty, and further to compare with the differentiations among demographic variable, the sum of consumption and consumption frequency of the fast-food chain stores (Mcdonald) in Taiwan.
The results and suggestions of this study as following:
1. In the future, the important things for fast-food stores to consider are the development of new healthy products, adjusting the pricing strategy of products, enhancing the training programs of consumer service, decorating the atmosphere throughout the whole store, holding special promotions for customers, and participating in more public-benefit activities in order to gain a good reputation and a better image.
2. Besides fulfilling those mentioned above, the most critical task for QSR is to maintain a stable relationship with customers. They need to create better customer satisfaction, and meet customer demands. This in turn will create customer mutual value and loyalty.

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