Exploring Consumer Behavior in Parity Chain Restaurant Industry

[[abstract]]The purpose of this study is to explore the impacts of "product quality", "service quality", and "perceived value" on customer satisfac-tion in parity chain restaurant industry. Specifically, the study focuses on the consumer or customer of parity chain restaurant industry as the re-search object, respectively, to analyze the effects of product quality and service quality of the consumer or customer perceived value and cus-tomer satisfaction. In addition, this study also explore the relevance of customer perceived value and customer satisfaction, and analysis of customer perceived value arising from the research framework interme-diary effect accordingly. In this study, the use of a questionnaire and used the hard copy questionnaires to collect empirical research data, and multivariate methods, using the descriptive statistical analysis, factor analysis, reliability analysis, and structural equation modeling. The results showed that the product quality and service quality are significant positive effect for the customer perceived value. This result indicated that the parity chain restaurant industry strengthening product quality and service quality will help to improve customer perceived value and customer satisfaction. In addition, perceived value has a sig-nificant positive effect on customer satisfaction. The results showed that improve customer perceived value will help to improve customer satis-faction, product quality and service quality can be further improved by upgrading the perceived value customer satisfaction