The Critical Factors of Service Encounter satisfaction: Research on Restaurant Industry
Author: Shao-Feng Chao
Advisor: Dr. Yi-Heng Chou
Abstract
According to Directorate-general of Budget Accounting and Statistics Executive Yuan¡¦s survey of commerce and service industries in 1996, the statistics showed that the weight of Taiwan¡¦s restaurant industry became more and more influential in commerce. Its contribution to economic productivity cannot be ignored. However, the smaller business size and the easiness for entry enhance the competition and make it hard for operators to survive. To succeed in operation, the managers of restaurants have to emphasize not only the quality of physical goods but also the excellence of service quality, delivering what customers need and want.
Many researchers have studied on service quality in recent years. They mainly use the closed questionnaire to measure how factors influence quality. It helps to understand service quality, but there are still some disadvantages. For example, its measure is closed and customers are no more than attitude accountants. Furthermore, the results can only show a part of service process, expressing no service encounters. To see more details about the service encounter between customers and service providers, this research adopts ¡§Critical Incident Technique¡¨(CIT). Customers¡¦ and service employees¡¦ opinions about the critical incidents which impacts on service encounters of fast-food restaurants and deluxe restaurants were collected, coded, and analyzed under the dramaturgical theory and Bitner¡¦s standard (BBM principle). It is to compare customers¡¦ view with service employees¡¦ and to identify the critical factors to service encounter satisfaction of fast-food restaurants and deluxe restaurants in Taiwan.
The finding of the research is as followed.
I. The critical factors to service encounter satisfaction of fast-food restaurants are:
A. service employees¡¦ attitude and behavior,
B. service employees¡¦ professional skills,
C. the timely provision of service and the response to unreasonably delay,
D. the performance of service processes and systems and the response to core
service failure.
II. The critical factors to service encounter satisfaction of deluxe restaurants are:
A. the allocation of service environment,
B. service employees¡¦ attitude and behavior,
C. the quality of physical products,
D. the timely provision of service and the response to unreasonably delay,
E. the performance of service processes and systems and the response to core
service failure.
III. Service employees¡¦ attitude and behavior, the timely provision of service, and the
performance of service processes and systems are all the critical factors to service encounter satisfaction no matter in fast-food restaurants of in deluxe restaurants.
V. The factors, service employees¡¦ professional skills and the attention to customers, are only critical to service encounter satisfaction of fast-food restaurants.
VI. The factors, the allocation of service environment, the quality of physical products, and the response to customers¡¦ preference, are only critical to service encounter satisfaction of deluxe restaurants.
Key words: service quality, service encounter, dramaturgical theory,
critical incident technique, restaurant industry
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0130101-161236 |
| Date | 30 January 2001 |
| Creators | Chan, Shao-Feng |
| Contributors | Tsung-Chung Wu, Yi-Heng Chou, Yi-Ling Ling |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0130101-161236 |
| Rights | unrestricted, Copyright information available at source archive |
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