西式速食業服務內涵舔服務品質之研究

Abstract

過去國內相關於西式速食業的研究,多半偏重在行銷策略上的探討,本 研究則從服務內涵與服務品質兩大方面著手,以期能對西式速食業有更深 入的了解.並希望能達成下列研究目的: 1.探討西式速實業之服務 觀念及服務內涵. 2.針對西式速實業之服務內涵,提出相關的命題. 3.探討顧客對西式速食業期望及知覺的服務品質是否有差異. 4.找 出西式速食業的服務品質構面,了解消費者對各構面要求的差異. 5.了解認知的服務品質與顧客滿意度之間的關係. 本研究在研究過程 中選定了麥當勞,溫娣,儂特利,漢堡王與摩斯等五家主力產品為漢堡的速 食業者,採個案研究的方式,從廠商面探討其服務內涵並提出命題.再依據 命題,設計服務品質之研究問卷,利用T檢定,因素分析,單因子變異數分析, 雪費檢定與相關分析等統計方法,分析回收之問卷資料,得到研究結論如 下: 1.西式速食業在服務觀念上重視品衛生及合理的價格. 2.西式速食業藉著自動化機器設備,將產品之製造質,服務,生產過程標準 化,如此的 設計有幾項優點: (1)各地門市生產之產 品口味相同,而且品質一致. (2)員工不須具備高度的專業技 能,而且訓練容易. (3)可統一員工的訓練教材,並方便人員的 調派. 3.員工中以半工半讀之工讀生佔了絕大部份,因此員工之平 均年齡甚輕且員工間之 年齡差距不大,觀念與想法都較為接近, 所以在管理上較容易溝通. 4.從消費者認知的服務品質來看,可以 用服務務,情感與價格,產品,便利,整潔美觀, 新鮮衛生及硬體設 施等七個構面,來描述西式速食業之服務品質. 5.消費者評 估西式速食業之服務品質因素為:可靠度,反應力,接近性,禮貌,溝通性, 信用,了解顧客,有形性,新鮮衛生,情感性等十項. 6.顧客滿意度與 認知之服務品質,兩者之間具有高度的正相關性. Most of the researches about fast food industry in Taiwan focus mainly on thestudy of marketing strategy. However, to better understand the fast food industry, this research will forcus on the industry's service system and service quality. The objectives of this research are: 1.To investigate the service concept and service system of fast food industry. 2.To develop propositions of fast food industry's service system. 3.To study the differences between consumer's expectation and perceived service quality on the fast food industry. 4.To analyze service quality factors, and to understand consumers' cognition on different factors. 5.To understand the relationship between service quality and customer satisfaction. This research studies 5 companies of the fast food industry including: Mc'Donald, Wendy's, Burger King, Lotteria and Mos Burger. Based on case study, the research first develops the propositions of the service system of these companies, then develops questionnaries base on these propositions. Afterstatistical analysis of the result of the questionnaires, following conclusioncan be reached: 1.In the fast food industry, quality, service, cleanliness and price are the most critical factorsfor the concept of service. 2.Companies in the fast food industry standardizetheir production process by utilizing automatic machines. The benefits for this standardization are: (1) Maintain same product quality at different retail outlets. (2) Employees are not required highly professional skill. (3) The training material can be standardized. 3.Most of the employees are part- time employees. It is easier to manage and communicate with these employees because of their similar background and young age. 4.The service quality cognized by consumers can be described with 7 factors: service, emotion/price, product, convenience, tidiness, fresh, and equipment. 5.Consumers use following factors to evaluate determinantsof service quality: reliability, responsiveness, access, courtesy, communication, credibility, understing the customer, tangibles, fresh, and emotiom. 6.Customer satisfaction and service quality has highly postive correlation.