This thesis is concerned with quality of fast food services. The theoretical part deals with the services and service quality issues. The theoretical part includes the Czech and European legislative regulation of food. Orders discuss about minimum requirements for safety of food, a good manufacturing and hygienic practices and Hazard Analysis Critical Control Point. Also there is presented the selected provider of fast food and its definition of critical points. The aim was to determine customer satisfaction with the services of selected foodservice. Certain hypotheses which were determined will be confirmed or refuted by the research. The practical part deals with analysis of customer satisfaction and will include an evaluation of this analysis.

With the change of world economy and the constant innovation of technology, people¡¦s lifestyle and eating habits have changed tremendously. And There are more and more people like to eat out. When they are choosing restaurants, the western-style fastfood will be often taken into account. In fact, eating too much fast food in high calories will cause nutrition disorders and fatness. So consumer should keep careful attitude toward this kind of food. In Taiwan, every western-style fastfood corporation is in high competition. In order to increase sales and market share, firms adopt different marketing strategies to attract consumers. When new products are launched, the point of purchase advertising will be replaced right away to convey product information to customers. Therefore, the research chooses McDonald¡¦ s, Mos Burger and Burger King because they are top corporations. The main purposes as follows: 1. Among McDonald¡¦ s, Mos Burger and Burger King¡¦s point of purchase advertising, to explore the relevance between impulsive buying behavior and point of purchase advertising. 2. To research the revision effect of impulse buying characteristics and demographics. This research analysis consumers¡¦ behaviors after seeing point of purchase advertising in Mcdonald, Mos Burger, and Burger King. After analyzing, we found that consumers in Mcdonald, Mos Burger and Burger King has lower ratio of impulsive buying behavior. Thus, point of purchase and impulsive buying behavior are low connected. About revision effect of impulsive buying characteristics, only Mos Burger has revision effect. About demographic variables, age, educational level and monthly income don¡¦t have revision effect in three research objects. And about sex, only Mos Burger has revision effect.

This diploma thesis deals with the problem of fastfoods in conjunction with eating habits of grammar school students. The theoretical part summarizes basic informations about factors influencing dietary habits, healthy nutrition, nutrition specifics of juvenile and drinking regime. Furthermore there is outlined the problems of fastfood restaurants, quality of fastfood meals and nutritional value of fastfood meals in two of the largest fastfood chain in the Czech Republic. In practical part are the grafs and charts presenting results of the research. For the research was used a quantitative method.

This thesis is based on the theory of mathematical programming, on the fastfood diet problem in particular. The aim is to find an optimal menu with accordance to nutritional limitations for various groups of fastfood customers and with minimal overall prize. This model is applied on the group of foods and beverages offered in selected fastfood chains in the Czech Republic.

This master’s thesis addresses the business plan processing for a new small sport-informative centre in the South Bohemia. The plan is based on the performed analysis and includes delimited business area, marketing mix and financial plan including risk assessment. Outcome of this d master’s thesis is the necessary information for starting a new business including economic evaluation.

本論文共分七章，探討速食業者在消費者心目中之優劣地位，並以一般生活型態變數 、特殊生活型態變數、以及人口統計變量為基準，應用AID 方法將市場分隔，希望據 此描述市場特質以供業者作策略的參考。 第一章：緒論，共分三節，包括研究動機、目的、研究對象、範圍、研究架構及概述 。 第二章：台灣速食產業概況介紹，共分三節，包括餐飲業之產業結構介紹、國內速食 產業之現況。 第三章：理論基礎及文獻探討，共分四節。 第四章：研究方法，共分九節，包括研究流程、假設、工具、限制、操作性定義、抽 樣與樣本結構，以及資料分析步驟和方法。 第五章：當前台灣速食業者競爭態勢分析，共分三節，包括中、西式速食業者在消費 者之各評估屬性的優劣比較、業者整體態勢之分析，以及消費者產品相關行為之差異 分析。 第六章：速食業之市場區隔分析－AID 之應用，共分三節，包括一般生活型態因素之 萃取、速食市場之區隔及描述。 第七章：結論及建議，共分三節，包括研究結論、政策涵義以及後續研究。