Applying the multi-criteria evaluation to manage the service quality in the chained coffee shops
| Autor: | Chun-Jung Peng, 彭椿蓉 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Applying the multi-criteria evaluation to manage the service quality in the chained coffee shops ABSTRACT The purpose of this study is to explore the performance between service quality and customer satisfaction in the chained coffee shops. According to the prior study, expert interview and opioions of restaurant managers, five dimensions with 22 measurement items were used to measure the service quality of chained coffee shops. In this study, the PZB SERVQUAL model was used to measure service quality. The questionnaires were distributed to managers, owners and customers in the chained coffee shops based on management characteristics. The model modified from the measurement of service quality in the chained coffee shops was based on five dimensions, namely, tangibles, reliability, responsiveness, assurance, empathy with 22 measurement items. Besides, seven-point Likert-type scale was used to measure service quality in this study. Moreover, all data were analyzed using Analytic Hierarchy Process and Grey Relational Analysis. In order to explore the results between service quality and customer satisfaction in the chained coffee shops, some conclusions and suggestions were provided for practitioners to maintain management of service quality and to enhance the competitiveness. The results indicated that the consumers felt satisfied with the best in the chained coffee shops were classified into courtesy, satisfying products, and safe and hygienic consumption, respectively. On the contrary, the services that consumers felt dissatisfied with included the customer favorite recording, recording of correct customer information and establishment of customer relationships, and lavatory cleaning. When product or service satisfied customer expectation or even beyond, it enabled customers to keep their loyalty, and satisfied customers positively influenced service quality. Customer satisfaction has been considered as the main target and profit-making foundation of business management. In addition, it can bring more profits for business and promote corporate image further. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|