本研究利用重要性—績效分析（Importance-Performance Analysis，簡稱IPA）
來進行國內速食業食品品質之研究。以麥當勞與肯德基兩家西式速食業龍頭為
研究範圍來探討消費者對於食品品質之重視程度，並瞭解兩家速食業者在消費
者心中的表現，進而分析肯德基相對於麥當勞之競爭優劣勢。研究結果發現速
食業食品品質之衡量因素主要包含「新鮮衛生」、「餐點與菜單內容」與「食品
吸引性」等三項。其中，在口感及衛生方面，肯德基略佔優勢，餐點與菜單內
容屬於虛無警告構面，而食品吸引性則屬於孤芳自賞構面。對於新鮮衛生而言，
肯德基優於麥當勞，但在食品吸引性上，肯德基則有過渡投入的現象，至於餐
點與菜單內容方面，肯德基之表現較差，然由於此項目屬於虛無警告構面，因
此較不影響其整體之競爭力。

Importance-Performance Analysis (IPA) was used to study the food quality of
domestic fast-food restaurants. We explore the importance of food quality for customers to McDonald’s and Kentucky Fried Chicken (KFC). And we investigate the performance of these two outstanding fast-food restaurants. Further more, we analyze the competition of McDonald’s and KFC. The results show that the main factors of measuring food quality of fast-food restaurant are “fresh and hygiene”,“contents of menu”, and “attraction of food”. About “fresh and hygiene”, KFC was a little better than McDonald’s. “Contents of menu” is in the dimension of “false
alarm”. “Attraction of food” is in the dimension of “false advantage”. Consequently, about “fresh and hygiene”, KFC is better than McDonald’s. But about “attraction of food”, KFC seems to put too many efforts. As for “contents of menu”, KFC has worse performance. However, this factor is in the dimension of “false alarm”, so the competition of KFC will not be influenced.