The Marketing Mix and Service Quality in Relation to Their Impacts on Customer Satisfaction: A Study of Fast Food Chains in Taiwan

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The Marketing Mix and Service Quality in Relation to Their Impacts on Customer Satisfaction: A Study of Fast Food Chains in Taiwan

The major objective of this dissertation is to explore the relationship between marketing mix/service quality and customer satisfaction in fast food chains in Taiwan. A mathematical relationship was sought to identify whether (a) marketing strategies developed from 4P (product, price, promotion and...

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Bibliographic Details
Main Author:	Huang, Liang-Chin
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2006
Online Access:	https://eprints.nottingham.ac.uk/20434/

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