(18.204.227.34) 您好!臺灣時間:2021/05/19 09:00
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:Davaasuren Gankhuu
研究生(外文):Davaasuren Gankhuu
論文名稱:服務品質、顧客滿意度與購買行為意向之關係研究 – 以蒙古速食餐廳為研究對象
論文名稱(外文):The relationships among perception of service quality, customer satisfaction and behavioral intention - The fast food restaurants study in Mongolia
指導教授:邱紹群邱紹群引用關係
指導教授(外文):Chiu, Shao-Chun
口試委員:游雅雯黃瓊瑤邱紹群
口試委員(外文):Yu, Ya-WenHuang, Chiung-YaoChiu, Shao-Chun
口試日期:2014-06-06
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:68
中文關鍵詞:服務品質顧客滿意度速食餐廳行為意向
外文關鍵詞:service qualitycostumerfast food restaurantbehavior intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:571
  • 評分評分:
  • 下載下載:226
  • 收藏至我的研究室書目清單書目收藏:1
蒙古因經濟成長、人口往都市集中,飲食習慣也大大改變,促使速食餐廳如雨後春筍般的成立,並提供類似的餐飲,也造成市場激烈的競爭,讓速食餐廳也體認到必須不斷的提高服務品質,以留住和吸引客戶。
所謂服務係指提供如教育、娛樂、飲食、交通、保險等無形產品的活動。而本研究主要想要衡量顧客對速食餐廳服務品質的認知,及未來再購與推薦他人的行為意向。
本研究主要採用量化研究法,而研究問卷係以服務品質面SERVQUAL構面(包括有形性、可靠性、反應性、保證性,同情性)來衡量一個速食餐廳的客戶滿意度,進而探討顧客對服務品質間的認知差異。本研究對象係以蒙古的速食連鎖餐廳的顧客為主,並提供英語和蒙古語兩種版本的問卷。本研究回收240份有效問卷,並進行問卷的信度、效度分析,及相關與回歸分析。而研究結果發現服務品質的有形性、可靠性、反應性皆對客戶滿意度有正向影響,但食物品質及服務保證性,卻無影響。
The fast food restaurants are fast expanding and growing of number in Mongolia. It is related to increasing affluence, rapid urbanization, and changing life styles among Mongolians. However many of fast food chains are offer similar or undifferentiated product in the costumers. As a result of intense competition fast-food restaurants are increasingly recognizing the importance to continuously improve their service quality to retain and attract customers.
Services are the activities which involve producing intangible product as education, entertainment, food, transportation, insurance, trade, real estate, consultancy, repair and maintenance like occupation. This research work measures the customer perception of service quality and behavioral intention of fast food restaurants in Mongolia.
Quantitative research method used to in this research work that research questionnaire was developed by SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy) of service quality to measure customer satisfaction levels in a fast food restaurants and explore the differences in perceived service quality for customers. This research work’s customer subject is fast food’s costumers in Mongolian fast food restaurants. The questionnaire was provided in both English and Mongolian. This research work’s questionnaire distributed around of 240 respondents in Mongolian fast food customers. This research work was used ANOVA, Cronbach Coefficient Alpha, correlation and multiple regression analysis. This research work examined perceived values regarding dining experiences in Mongolian fast food restaurants and their impacts on customer satisfaction and behavioral intentions. Specifically, most important factors ( service quality’s tangibility, reliability, responsiveness, assurance and empathy) are significantly influenced for customer satisfaction and behavioral intention. But the food quality variable and assurance are not accepted to customer satisfaction (SC).

TABLE of CONTENTS
ACKNOWLEDGEMENTS i
ABSTRACT ii
摘 要 iv
LIST OF FIGURES vii
LIST OF TABLES viii
CHAPTER I INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research purposes 4
1.4 Significance of the potential value 4
1.5 Limitation of study 5
1.6 Structure of the thesis 6
1.7 Summary 7
CHAPTER II LITERATURE REVIEW 8
2.1 Overview of Restaurant industry 8
2.2 Fast food restaurants in Mongolia 9
2.3 Theoretical background and research hypothesis development 10
2.3.1 Behavioral intention 10
2.3.2 Overview of customer satisfaction 12
2.3.3 Service quality 14
CHAPTER III RESEARCH METHODOLOGY 19
3.1 Conceptual framework and research hypotheses 19
3.2 Variables definition and source 20
3.3 Research design 22
3.4 Questionnaire design 23
3.5 Sampling technique and data collection 23
3.6 Data analysis procedure 24
3.6.1 Descriptive statistics analysis 24
3.6.2 Reliability test 24
3.6.3 Validity test 25
3.6.4 One way ANOVA 25
3.6.5 Correlation analysis 26
3.6.6 Multiple Regression analysis 27
3.7 Summary 27
CHAPTER IV EMPRICAL RESULTS AND RESEARCH FINDINGS 28
4.1 Descriptive Statistic analysis 28
4.2 Reliability Test 30
4.3 Validity Test-Factor Analysis 31
4.4 Differences of personal characteristic toward research variables 35
4.5 Correlation analysis 47
4.6 Multiple Regression analysis 48
4.7 Summary 51
CHAPTER V RESEARCH RESULT 52
5.1 Discussions and research findings 52
5.2 Research Implications 53
5.3 Limitations and further research 54
5.4 Conclusion 55
REFERENCE 56
APPENDIX 1: QUESTIONNAIRE ENGLISH VERSION 61
APPENDIX 2: АСУУЛГА МОНГОЛ ХУВИЛБАР 65
LIST OF FIGURES
Figure 3 1 Conceptual Framework 19
Figure 3 2 Research structure 22
Figure 3 3 Force of reliability 25
Figure 4 1 Multiple regression analysis of model 1 49
Fugure 4 2 Multiple regression analysis of model 2 50
LIST OF TABLES
Table 3 1 Summary of Research Hypothesis 20
Table 3 2 Definition of Variables 21
Table 4-1 Sample demographics 29
Table 4 2 Reliability assessment of variables 31
Table 4 3 Factor Loading 33
Table 4 4 ANOVA of age variable 36
Table 4 5 t-test of Gender variable 38
Table 4 6 ANOVA of Marital status 39
Table 4 7 ANOVA of education variable 40
Table 4 8 Anova of household income 43
Table 4 9 Anova of Which restaurants 45
Table 4 10 Correlation coefficients of research variables 48
Table 4 11 Result of multiple regression analysis for model 1 50
Table 4 12 Result of multiple regression analysis for model 2 50
Table 5 1 Summary of hypotheses test result 53
Andersson, T. D., and Mossberg, L. (2004). The dining experience: Do restaurants satisfy customer needs?. Food Service Technology, 4(4), 171-177.
Anderson, J. C., and Narus, J. A. (2004). Business Market Management: Understanding, Creating, and Delivering Value (2nd edition). Upper Saddle River: Pearson/Prentice Hall.
Abdelmo, S. A. A., Abdul, S. M. A., and Azzam, A. D. (2012). Service quality and its impact on customer satisfaction tourist restaurants:A Field study on the tourist restaurants . Institute of Interdisciplinary Business Research, 4(1), May, 364.
Bateson, J., and Hoffman, K. (2000). Managing Service Marketing. Boston: Dryden press.
Bowen, J. T., and Shoemaker, S. (2003). Loyalty: A strategic commitment. Cornell Hotel and Restaurant Administration Quarterly, 44, 31-46.
Cronin, J. J., and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, July, 55-68.
Cronin, J. J., and Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions measurement of service quality. Journal of Marketing, 58(1), 125-31.
Daniel, C. M., Lamb, C. W., and Hair, J. F. (2009). Introduction to Marketing,10thedn South Western CENAGE Learning, China.
Goetsch, D. L., and Davis, S. B. (1997). Introduction to total quality (2nd edition). New York:Prentice-Hall.
Gronroos. (1984). A service quality model and its marketing implications. Journal of the Academy of Marketing Science, 24(Winter), 36-44.
Haemoon, oh. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. Hospitality management, 18, 67-82.
Huan, H. T., Seng, S. M., Thoo, A. C., Amran, R., and Abu, B. A. H. (2011). Consumers‟ Purchase Intentions in Fast Food Restaurants: An empirical study on Undergraduate Students. International Journal of Business and Social Science, 2(5), March.
Hossein, N., Yen, L. K., and Omid, A. (2011). Factors influencing customer loyalty towards fast food restaurants. International Conference on Sociality and Economics Development.
Jankowicz, A. D. (2005). Business Research Projects (4th edition). Thomson Learning, London.
Jones, M. A., Reynolds, K. E., and Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59, 974-981.
Kline, R. B. (2005). Principles and Practice of Structural Equation Modeling, New York: Guilford.
Ladhari, R., Brun, I., and Morales, M. (2008). Determinants of dining satisfaction and post dining behavioral intentions. International Journal of Hospitality Management, 27, 563-573.
Manpreet Kaur. (2013). Service quality in international Fast food Chains in Chandigarh perception of customers. International Journal of applied research and studies,2(7) july.
Mohn, Z. A. R. A. I. (2013). Expectation toward Mc Donald‟s Malaysia: A study on service quality. International journal of independent research and studies–IJIRS, 2(3) july, 119-129.
Mongolian statistical yearbook-2012
O‟Neill, M. A., and Palmer, A. (2001). Survey Timing and Consumer Perceptions of Service Quality: an Overview of Empirical Evidence. Managing Service Quality, 11(3), 182-190.
Oh, H. (2000). Diners' Perceptions of Quality, Value, and Satisfaction: A Practical Viewpoint. The Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
Nitin, S., Deshmukh, S. G., and Prem, V. (2004). Service quality models: a review 913-949.
Namkung, Y., and Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31(3), 387-410. Nyer, P. (1999). Cathartic complaining as a means of reducing consumer Dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 12, 15-25.
Parasuraman, A., Zeithaml, V. A., and Leonard, B. L. (1988). Servqual:A multiple item scale for measuring customer perceptions of service quality. Journal of Retailing,64, 12-40.
Rust, R. T., and Oliver, R. L. (1994). Service Quality: Insights and Managerial Implications from the Frontier, Sage, Thousand Oaks, CA.
Salami, C. G. E. R., and Ajobo, T. (2012). Consumer persceptions about fast food Restaurants in Asaba. Global journal of management and business research, 12(1),75-81.
Shahzad, K., Syed, M. H.,and Fahad, Y. (2012). Determinants of Customer satisfaction in fast food industry. International journal of management and strategy, 4(3), January.
Swan, J. E., and Oliver, R. L. (1989). Post-purchase communications by consumers.
Journal of Retailing, 65, 516-533.
Susskind, A. M. (2002). I told you so! restaurants customers' word-of-mouth communication patterns. Cornell Hotel and Restaurant Administration Quarterly, 43(2), 75-85.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research, 20, 271-281.
Stevens, P., Knutson, B., and Patton, M. (1995). DINESERV: A tool for measuring Service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.
Takeuchi, H. (1983). Quality Is More Than Making a Good Product. Harvard
Business Review, 61, 139-145.
Youjae, Y., and Taeshik, G. (2013). Customer value co-creation behavior: Scale development and validation. Journal of nusiness research, 66.
Edwards, J. S. A. (2004). A food service perspective of the meal. Food Quality and
Preference, 15(7,8), 903-904.


QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top