歷年來有許多研究針對服務品質和客戶滿意度之間的關係，但它們的確切關係仍然籠罩著不確定性。可是有非常少數的研究，在探討服務品質層面結構和如何測量影響西方快餐店客戶滿意度主要因素。本論文將探討服務品質和滿意度應否被視為一個單一的結構，它們的明確關係，可否分離結構。SERVQUAL是當下最有學術價值的服務測量表，因研究的需求，本論文有對SERVQUAL上的服務構面略有修改，以衡量台北跟高雄西方快餐店的服務品質和客戶滿意度之間的關係。這項研究調查會對顧客服務品質認知和顧客整體滿意度做個比較。本研究主旨在探討顧客對西式速食連鎖店服務品質之滿意度，及不同屬性的顧客對服務品質之滿意度是否有差異存在。依據調查結果提供速食業者作為參考。研究方法是以問卷調查方式，在高雄和台北地區的麥當勞、肯德基、漢堡王三家速食店內以用餐的顧客為問卷調查對象，共抽取施測樣本311人。將施測所得資料以、多元迴歸及獨立t檢定等統計方法進行分析來比較兩個城市的差異。

根據研究結果，服務質量和客戶滿意是獨立的，但確實是密切相關的結構，因為服務品質增加，也代表客戶滿意度也會隨著提升。此外，統計分析還顯示，人口差異對服務品質和客戶滿意度有很大的影響。這項研究的目的是提供有用的結果，為快餐業未來的客戶滿意度研究，提供進入市場細分戰略的見解。研究結果有兩個重要發現1) 西式速食連鎖店之服務品質滿意度在不同人口屬性上具有顯著性差異(年齡、收入)。2)服務品質與顧客滿意度的具體關係是建立在因果關係的概念。

A considerable amount of academic attention has been directed towards the relationship between service quality and customer satisfaction. But the nature of the exact relationship is still shrouded with uncertainty. In addition, few researches focus on the dimensions of service quality and their differing impacts on customer satisfaction in western fast food restaurants. This paper examines whether or not quality and satisfaction should be considered as a single construct, or distinct, separable constructs.

Customer satisfaction is typically evaluated by means of a single item scale and sometimes multiple item scales. Conversely, this empirical study adopts a different approach and considers customer satisfaction as a multi-dimensional construct just as service quality, but argues that customer satisfaction should be operationalized along the same corresponding items on which service quality is operationalized. The SERVQUAL instrument was slightly modified to measure the relationship between service quality and customer satisfaction among customers in western fast food chains in Kaohsiung. The research survey captures customers’ perceptions of excellent service and compares it with their overall satisfaction. Using multiple regression analysis and T-test, the paper also reports on how socioeconomic and demographic disparities can influence the perception of service quality and satisfaction.

Based on the research findings, the service quality and customer satisfaction are indeed independent but are closely related constructs. Their relationship suggests that an increase in one will lead to an increase in another. The statistical analysis also revealed that demographic variables can have major influences on service quality and customer satisfaction. The aim of the study is to supply useful results for future customer satisfaction researches in the fast food industry and provide insights into market segmentation strategies.

Table of Contents

Acknowledgements III
Abstract IV
Table of Contents VIII
List of Figures IX

Chapter One Introduction 1
1.1 Background 1
1.2 Purpose of Study 4
1.3 Significance of the Study 6

Chapter Two Literature Review 8
2.1 Service 9
2.2 Service Quality 10
2.3 Customer Perceived Service Quality 15
2.4 SERVQUAL Measurement 18
2.5 Customer Satisfaction 20
2.6 Fast Food 28
2.7 Demographic Differences 35
2.8 Summary 36

Chaper Three Methodology 38
3.1 Research Framework and Model 39
3.2 Proposed Hypothesis 44
3.3 Sampling Method 45
3.4 Measurement Development 47
3.5 Statistical Analysis 50

Chapter Four Data Analysis 52
4.1 Samples and Data Collection 52
4.2 Reliability Tests 54
4.3 Correlation Test 55
4.4 Multiple Regression Analysis (Kaohsiung) 56
4.5 Multiple Regression Analysis (Taipei) 74
4.6 Assessment on Regional Difference 88
4.7 Overall Summary 95

Chapter Five Conclusion 98
5.1 Discussion and Findings 98
5.2 Limitations of the Research Work 101
5.3 Leads for Future Research 102
5.4 Managerial Implications 103

References 107
Appendix: Questionnaire(English) 112
Appendix: Questionnaire(Chinese) 115

English

Berry, L.L., Bennett, D.L. and Brown, C.W. (1989). Service quality – a profit strategy for financial institutions. Dow Jones Irwin, Homewood, IL.

Berry, Leonard L. (1983), “Relationship Marketing,” In Emerging Perspectives on Services Marketing, Eds, Leonard L. Berry, G. Lynn Shostack, and Gregory Upah, Chicago, IL: American Marketing Association, 25-28.

Bitner, Mary Jo and Amy R. Hubert (1994), "Encounter Satisfaction versus Overall
Satisfaction versus Quality: The Customer's Voice," in Service Quality: New
Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver (Eds.),
London: Sage Publication.

Boothe, Robert (1990) “Who Defines Quality in Service Industries?” Quality Progress 38(Feb), 65-67.

Brown, M. Douglas (1990), “The Restaurant and Fast Food Race: Who's Winning?” Southern Economic Journal, 56 (4), 984-995.

Brown, W. Stanley (1995), “A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer,” Journal of Retailing, 74(2), 223-245.

Cameran, Mara; Moizer, Peter; Pettinicchio, Angela (2010) “Customer satisfaction, corporate image, and service quality in professional services,” Service Industries Journal, 30(3), 421-435.

Jun Minjoon., Cai Shaohan (2010), Examining the relationships between internal service quality and its dimensions, and internal customer satisfaction, Total Quality Management & Business Excellence, 21(2), 205 – 223.

Chen Jui-Kuei, Chen I-Shou, (2010), "Disparities between services demanded and services received in Taiwanese restaurants", Global Journal of Business Research, 4(1), 59-69.

Chen, X., Ender, P., Mitchell, M. and Wells, C. (2003). Regression with SPSS, from http://www.ats.ucla.edu/stat/spss/webbooks/reg/default.htm.

Chiu, H-C (2002), “A Study on the Cognitive and Affective Components of Service Quality,” Total Quality Management Journal, 13 (2), 265-274.

Chiu, H-C and H-C Wu (2002), “Exploring the Cognitive and Affective Roles of Service Quality Attitude Across Gender,” The Services Industries Journal, 22 (3), 63-76.

Cronin, J. Joseph, Jr., Michael K. Brady, and G. Tomas M. Hult (2000), “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments,” Journal of Retailing, 76(2), 193-218.

Cronin, J.J & Taylor, S.A. (1992) “Measuring service quality: a re-examination and extension,” Journal of Marketing, 56(3), 56-68.

Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective,” Journal of Marketing, 54(3), 68-81.

Datamonitor. (Aug2009). “Fast Food Industry Profile: Global”, Datamonitor Plc, 1-28.

Datamonitor. (Aug 2008). “Fast Food Industry Profile: Asia Pacific”, Datamonitor Plc, 1-28.

Darwar Niraj & Parker Philip (1994) Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,” Journal of Marketing, 58(6) 81-95.

Dawson, L. (1997), “Ethical Differences Between Men and Women in the Sales Profession,” Journal of Business Ethics, 16, 1143-1152.

Denton, D. Keith (1991). “Horizontal Management: Beyond total customer satisfaction” New York: Lexington Books, 42-78.

Gilligan, C. (1987), “Moral Orientation and Moral Development,” in E. Kittay and D. Myers eds., Women and Moral Theory, Tottowa, NJ: Rowan and Littlefield, 19-33.
Harrison-Walker, L. Jean (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,” Journal of Service Research, 4(1), 60-75.

Hernon Peter and Whitman R. John (2001), “Delivering satisfaction and service quality: a customer-based approach for libraries” United States: American Library Association, 157-166.

Johnson, C. and B.P. Mathews (1997), “The Influence of Experience on Service Expectations,” International Journal of Service Industry Management, 8 (4), 290-305.

Kettinger, W., Lee, C. (1999), "Replication of measures in information systems research: the case of IS SERVQUAL", Decision Sciences, 30(3), 893-9.

Leidner, Robin (1993), “Fast food, fast talk: service work and the routinization of everyday life” CA: U. of California Press, 44-56.

Lee Hung-Wen; Ching-Hsiang Liu (2009) “Social Behavior & Personality,” An International Journal, 37(3), 321-328.

Moutinho, L. and M. Goode (1995), “Gender Effects to the Formation of Overall Product satisfaction: A Multivariate Approach,” Journal of International Consumer Marketing, 8 (1), 71-90.

Lengnick-Hall, A. Cynthia (1996) “Customer Contributions to Quality: A Different View on the Customer-Oriented Firm,” Academy of Management Review, 21(3), 791-824.

LoSardo M. Mary and Rossi M. Norma (1993) “At the service quality frontier: a handbook for managers, consultants, and other pioneers” Milwaukee, Wisconsin: ASQC Press, 45-71

Mangold, W. Glynn, Fred Miller, and Gary R. Brockway (1999), “Word-of Mouth Communication in the Service Marketplace,” Journal of Service Marketing, 13(1), 73-89.

Minjoon Jun; Shaohan Cai (2010) “Examining the relationships between internal service quality and its dimension, and internal customer satisfaction.” Total Quality Management & Business Excellence, 21(2), 205-223.

Ozdemir, V. Emre; Hewett, Kelly (2010), “The Effect of Collectivism on the Importance of Relationship Quality and Service Quality for Behavioral Intentions: A Cross-National and Cross-Contextual Analysis,” Journal of International Marketing, 18(1), 41-62.

Parasuraman, Berry, and Zeithaml (1991) “Refinement and reassessment of the SERVQUAL scale”, Journal of retailing, 67 (4) Winter. 420-450

Parasuraman, A., Vararie A. Zeithaml, and Leonard L. Berry (1985), “A Conceptual Model of Service Quality and Its Implication for Future Research, ”Journal of Marketing, 49(6), 41-50.

Parasuraman, A., Zeithaml, Valerie A. & Berry, Leonard L. (1994) “Reassessment of expectations as a comparison standard in measuring service quality: implications for further research,” Journal of Marketing, 58(5), 111-124.

Roberts, Mary Lou and Lawrence H. Wortzel (1979), “New Life-Style determinants of Women’s Food Shopping Behavior,” Journal of Marketing, 43(3), 28-29.

Reichheld, F. F. & Sasser Jr, W. E., (1990), “Zero Defections: Quality Comes to Services”, Harvard Business Review, Vol.68, No.5, 105-111.

Rust, R.T & Oliver, R.L (1994), “Service Quality: New Directions in Theory and Practise, Thousand Oaks, CA: Sage Publications, 1-19.

Sureshchandar, G. S.; Rajendran, Chandrasekharan; Anantharaman, R. N.(2002), “Total Quality Management,” Routledge, Taylor & Francis Group 13(1), 69-88.

Terblanche, N. S.; Boshoff, C. (2010), “Quality, value, satisfaction and loyalty amongst race groups: A study of customers in the South African fast food industry”, South African Journal of Business Management, 41(1), 1-9.

Verhoef, Peter C. (2003), “Understanding the effect of customer relationship management efforts on customer retention and customer share development,” Journal of Marketing, 67(4), 30-45.

Yi, Youjae and Hoseong Jeon (2003), “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty,” Journal of the Academy of Marketing Science, 31(3), 229-240.

Yelkur, Rama; Chakrabarty, Subhra (2006), “Gender Differences in Service Quality Expectations in the Fast Food Industry” Services Marketing Quarterly, 27 (4), 141-151.

Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1996), “The Behavioral Consequences of Service Quality.” Journal of Marketing 60(2) 31-46.


Chinese

林玉佩 (譯) (2007)，武田哲男 (原著)， 顧客滿意經營， 台北： 世茂出版社。

陳思倫 (2008)．服務品質管理， 前程文化出版社。

陳貴芬 (2000)。西式漢堡速食連鎖店在食品品質顧客滿意度之調查研究．中國文化大學生活應用科學研究所碩士論文。台北。

張百清 (1994)．顧客滿意萬歲: 全球企業經營新戰略， 商周文化出版社。

榮泰生 (2009)．SPSS 與 研究方法: Statistical Products and Services Solution，台北，五南圖書出版公司。

葉明霖（1996），西式速食業服務內涵與服務品質之研究，國立交通大學管理科學研究所碩士論文。新竹。

黃宏鈞 (2000)。企業形象與服務品質對消費者再購行為之影響顧客關係的中介效果，台灣大學心理學研究所碩士論文。

衛南陽 (2002)．顧客滿意經營的六大觀點: 衛南陽談顧客滿意， 台北，商兆文化出版社。

劉緯武（2000）。西式炸雞速食連鎖店在食品品質顧客滿意度之調查研究。未出版碩士論文，私立中國文化大學生活應用科學研究所，台北。