46 References Central Broadcasting Network (Ed.) (2022). China's Western fast food market is expected to reach 250 billion yuan in 2022, with affordable Western fast food products becoming mainstream. https://bit.ly/3Do2kd3 Foresight Economics (Ed.) (2022). 2022 China's fast food industry market size and development prospects analysis of the Chinese fast food market accounted for more than 70%. https://bit.ly/3XPo8r8 Blue Whale Finance (Ed.) (2021). "Bing Ge meet" fast food battlefield "old three" Texaco to Hong Kong listing can come out? https://bit.ly/3XNXwH7 Sohu (Ed.) (2022). Dicos 25 years 3000 shops, 60 seconds to read TA, then borrow + imitate + micro-innovation, 5 years you can send 500. https://bit.ly/3fiorcI Dicos (Ed.) (2020). Start work with a burger! Texaco offers multiple benefits to help you get back to work. https://bit.ly/3gVck5G He, J.W. (2020). O2O Study on the factors influencing consumer satisfaction in the O2O model in the food and beverage takeaway industry. [Master dissertation, Beijing University of Posts and Telecommunications]. https://bit.ly/3DlHWJf Phillip, K. (2016). Marketing Management (15th Edition). Shanghai Gezhi Publishing House. https://bit.ly/3gHWN9h Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: Compatible goal，different concepts. Advances in service marketing and management, 2, 65-85. https://bit.ly/3fg71xh
47 Etemad-Sajadi, R., & Rizzuto, D. (2013). The antecedents of consumer satisfaction and loyalty in fast food industry: A cross‐national comparison between Chinese and Swiss consumers. International Journal of Quality & Reliability Management, 780-798. https://bit.ly/3SOPHNM Wang,Y., & Zhao, P. (2010). Study on the relationship between customer satisfaction and corporate shareholder value. Journal of Management Science, 13(6), 54-63. https://bit.ly/3TPTQSW Tian, M.R., Hang, D.W., Peng，Y.L. (2022, September 27)Research Report on Healthy Eating Habits of Chinese Youth. China Youth Daily. https://bit.ly/3NgaRDk Dicos (Ed.) (2022). Dicos 2,600 stores nationwide listed plant-based meat, pushing Chinese flavor plant-based chicken burger. https://bit.ly/3UkkwKU Business Encyclopedia (Ed.) (2022). Dicos "hand palm chicken cutlet" triggered group mockery: Creativity can be unlimited but not inordinate. https://bit.ly/3VGocI0 SouHu (Ed.) (2019). 78% of Chinese fast food is "eaten" by 80 and 90 in a year! https://bit.ly/3H3ZkWt Black Cat Complaints (Ed.) (2022). https://bit.ly/3gQr7PI Phillip, Kotler, Kevin, Ryan, Keller, He Jiaxun, ... & Jin Yu. (2016). Marketing Management. Branding, (5), 2. https://bit.ly/3OUjvbm Churchill Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of marketing research, 19(4), 491-504. https://bit.ly/3PpOQD2
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50 Appendix Questionnaire A Part Demographics 1. What is your gender? Male Female 2. What age group do you belong to? Under 18 years 18-23 years 23-42 years 42-60 years 60 years and above 3. What is your occupation? Student Employed Non-worki ng Retired Other 4. What is your monthly income level?(RMB) Under 2000 2000-4,00 0 4,000-6,0 00 6,000-800 0 8,000and above 5. What is your family situation? Single Married (no children) With one child With two and more children B Part Personal consumption experience 1. How often do you eat fast food? One week One month Six months One year Over one year 2. Which brand of fast food do you eat regularly? McDonald' s Dicos KFC Wallace Other 3. Have you ever eaten Dicos? Yes No C Part Consumer satisfaction Statement Strongly disagree Disagree Neutral Agree Strongly agree Section 1 Customer expectations 1. The quality of Dicos' service meets your expectations before you buy 2. The quality of Dicos' products meets your expectations before you buy 3. Dicos' promotional quality meets your expectations before you buy Section 2 Perceived quality 1. You are very satisfied with the safety of Dicos products
51 2. You are very satisfied with the taste of Dicos products 3. You are very satisfied with the speed of food preparation at Dicos 4. You are very satisfied with the attitude of the Dicos service staff in asking questions 5.You are very satisfied with the attitude of Dicos service staff in handling complaints and refunds Section 3 Perceived value 1. You are very satisfied with the Dicos product packaging 2. You are very satisfied with the portion size of Dicos products 3. You are very satisfied with the wide range of Dicos products 4.The standards are very uniform across all Dicos outlets 5.You are very satisfied with the price of Dicos products Section 4 Environmental factors 1. You are very satisfied with the decoration of the Dicos restaurant 2. Dicos is able to offer special services such as baby tables, mother and baby rooms and disabled dining aids 3. You are very satisfied with the hygiene of Dicos' restaurants 4. Dicos shops are located close to your living area Section 5 Brand image 1. Dicos has a high brand recognition 2. Consistent image conveyed by Dicos through advertising, public relations and promotion 3. Dicos' brand image, slogan or logo that impresses you
52 4. The Dicos brand is the first thing you think of when you need to buy fast food Section 6 Consumer Satisfaction 1. Other people have a good opinion of Dicos overall 2. You are very satisfied with Dicos in general 3. Dicos' overall performance is higher than your expectations D Part Consumer impressions Statement Open questions 1. Please describe the Dicos brand in one word 2. Do you have any suggestions to Dicos?