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研究生:石安娜
研究生(外文):Anastasia Spyridou
論文名稱:Perceived Service Quality and Customer Revisiting Intention in All You Can Eat Restaurants: the Case of Southern Taiwan
論文名稱(外文):Perceived Service Quality and Customer Revisiting Intention in All You Can Eat Restaurants: the Case of Southern Taiwan
指導教授:黃宗成黃宗成引用關係
指導教授(外文):T.C. Huan
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:全英文授課觀光暨管理碩士學位學程
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
畢業學年度:102
論文頁數:70
中文關鍵詞:“all you can eat” restaurantsservice qualityrevisiting intention
外文關鍵詞:“all you can eat” restaurantsservice qualityrevisiting intention
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This thesis investigates expected and perceived service quality at all you can eat restaurants in Chiayi and Kaohsiung, Taiwan. More specific it examines which service quality factors are the most and least important for the customers. Moreover it surveys the expectations and the perception of customers with the use of a modified ServQual analysis questionnaire. Five hypotheses were developed and 213 valid structured questionnaires were distributed. As the results indicate all hypotheses were accepted. Service quality positively influences customer revisiting intension, there are significant differences in expected and perceived service quality between different demographics groups, there is a gap between customer’s expectations and perception for all you can eat restaurants in Taiwan and different locations have different level of expected and perceived service quality in Taiwan. This study revealed a number of central and important properties by the consumption values linked to an all you can eat restaurant meal context. Such an insight can be of use to the management of restaurants in their efforts to improve the experience quality for their customers and to increase customer loyalty. The consumer values developed here could thus be used as suggestions concerning what to look for within more comprehensive empirical studies in the future.
This thesis investigates expected and perceived service quality at all you can eat restaurants in Chiayi and Kaohsiung, Taiwan. More specific it examines which service quality factors are the most and least important for the customers. Moreover it surveys the expectations and the perception of customers with the use of a modified ServQual analysis questionnaire. Five hypotheses were developed and 213 valid structured questionnaires were distributed. As the results indicate all hypotheses were accepted. Service quality positively influences customer revisiting intension, there are significant differences in expected and perceived service quality between different demographics groups, there is a gap between customer’s expectations and perception for all you can eat restaurants in Taiwan and different locations have different level of expected and perceived service quality in Taiwan. This study revealed a number of central and important properties by the consumption values linked to an all you can eat restaurant meal context. Such an insight can be of use to the management of restaurants in their efforts to improve the experience quality for their customers and to increase customer loyalty. The consumer values developed here could thus be used as suggestions concerning what to look for within more comprehensive empirical studies in the future.
Chapter 1 Introduction 8
1-1 Background 8
1-2 Objectives of the research 10
1-3 Expected results 10
Chapter 2 Literature review 11
2-1 Quality 11
2-2 Service quality 13
2-3 Customer revisiting intention 26
2-4 Research framework 27
Chapter 3 Research methodology 30
3-1 Locale of the study 30
3-2 Population and sampling procedures 30
3-3 Measurement of variable 31
3-4 Coding 31
3-5 Data analysis 33

Chapter 4 Results and analysis 37
4-1 Reliability analysis 38
4-2 Validity 41
4-3 Gap analysis 45
4-4 Revisiting intention 48
4-5 Revisiting Intention and Servqual Dimensions 49
Chapter 5 Conclusion 59
5-1 Managerial implications 60
5-2 Recommendations 61
5-3 Limitations and future research 61
References 63
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