碩士 / 高雄餐旅學院 / 餐旅管理研究所在職專班 / 98 / The investment of Taiwan dining entrepreneurs to Mainland China has kept
up surging. The success of 85℃ Café has aroused many Taiwan dining
entrepreneurs’ eagerness to plunge in. The advantage for Taiwan dining
entrepreneurs’ investment in Mainland China is not only the homogeneous
language and culture, but also the expansive domestic demand market, the
dynamics for the continual growth for the future enterprises. In 2007 the
Chinese Chains Management Association came up with statistics that Chinese
fast food accounted for 57.3% of the entire dining market in Mainland China,
and the western fast food only counted for 34.6%. The Association also
estimated that the difference between the two would increase more in the long
run; therefore, the Chinese fast food business would take the leading position in
the Mainland China dining enterprise.
The research takes the Chinese fast food restaurant , Dong Fang Ji Bai,
located in the Shanghai area, as the object for study, and probes the customer’s
awareness of product and service quality, and also its influence on the customer
satisfaction. This questionnaire survey for this research was facilitated by
accidental samplings; 360 questionnaires inquired; 313 effective questionnaires.
The ratio of the questionnaires retrieved is 85.7%. The research reveals that the
product quality and the service quality have the remarkable influence on the
customer satisfaction, and the degree of the influence of the service quality is greater than that of the product quality.
On the criterion of ‘product quality’, among the five factors of influencing
the customer’s satisfaction, ‘the taste of the meal’ has the highest degree of
influence, ‘the selectivity of side dish’ comes as the second, and ‘the matter of
hygiene’ the third.
On the criterion of ‘service quality’, among the five factors of influencing
the customer’s satisfaction, ‘Assurance’ has the highest degree of influence,
‘Responsiveness’ comes as the second, and ‘Tangible’ the third. the customer’s
satisfaction has a remarkable influence on the customer loyalty. As to the
matter of influence from individual peculiarities and consumer behavior, only
the factor of ‘age’ and ‘the frequency of purchase’ make remarkable
differences; others make no big differences. In the final section, the conclusion,
the limitations on the research and the suggestions for the future research shall
be raised.
| Identifer | oai:union.ndltd.org:TW/098NKHC5720034 |
| Date | January 2010 |
| Creators | Shin-Min Yuan, 袁新民 |
| Contributors | 孫路弘 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 81 |
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