| Summary: | 碩士 === 開南大學 === 企業與創業管理學系 === 97 === People regard food as their prime want. This is a traditional principle from Chinese history of five thosand years. With the development of times and the increase of people’s income, restored food has gradually taken the place of conventional herbal diet in people’s lives.
With the progress of technology, gene manipulation and chemical ingredients are used in quantity into food products from planting to mass production, which ignores the potential harm to people and environment because of commercial consideration. Therefore, people start to improve food quality from the very beginning, the plant of organic fruits and vegetables. As a result, biochemical technology brings about a new concept of “organic” along with the blooming organic restaurant, which is also popular in Taiwan.
Except cost control, service quality is also an important factor of the management of restaurant. Owing to the slanted emphasis on general restaurants of previous researches, this paper aims at “organic restaurant” for the intension to find out the influence of service quality on organic restaurant and to further ascertain a survival model of “organic restaurant” in present economy of recession.
P. Z. B. Model is applied in this paper. Five conceptual aspects and the subsidiary criteria are developed from the previous literatures to constitute the framework of this research for finding out the key factors of service quality to organic restaurants.
A questionnaire survey, which includes 260 valid questionnaires, is used as the research method to examine the consumers’ perspectives. Saaty’s AHP is applied to analyze the key factors of service quality to organic restaurants so that restaurateurs could learn the importance of these factors, which also contribute the indications to the improvement of management.
It is evidenced that rationalization of price, organic foods, and customer needs are the most significant in the perspective of service quality. Consumers believe it is important for organic restaurants to fix proper prices. In addition, the uneasy acquirement makes organic plants expensive. When the selling price does not meet consumers’ perception, they would think it not well worth the value.
Based on the results of analyses, suggestions are given in this paper that organic restaurants could make up the gap of service quality by examining service items and constituting an inspection system of service quality.
|
|---|
