| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 97 === With the change of this era, the expansion of coffee chain stores, hence, the customer expects highly of the quality of coffee chain stores, the coffee chain stores if we aim to strengthen the enterprise competition ability, the coffee chain stores must maintain both the high-quality services and the customer’s satisfaction.
This paper evaluates the level of the quality of the services offered by the coffee chain stores of an enterprise. This research also looks into the issues of how the results derived from this research may help to improve the quality of the services offered by coffee chain stores inside of an enterprise. This research uses “five-dimension” service quality evaluation model, which is brought up by Parasuraman, Zeithaml& Berry along with SERVQUAL questionnaire plus consulting with the characters of coffee chain stores service providing sector, to develop the primary questionnaire first. The final questionnaire for evaluating the quality of the services offered by coffee chain stores of an enterprise was later developed after (1) consulting with the experts in this area (2) pre-test (3) analysis of the credibility of the questionnaire were done. The final questionnaire was finally put to test at later stage. The results gained through the questionnaires were also studied at later stage.
The result demonstrates that the gap between the customer’s expectation and the coffee chain store’s service quality is significantly sharp in Taipei city. The service quality of the coffee chain store of three dimensions: “reliability responsiveness guarantee”, “concerns information conveyed”, and “tangible”. In addition, it proves that the quality of conception service is the determinant, and it has significant positive correlation with the customer’s satisfaction. In the research, the variable of the population of the customer influence expected service quality and perceived service quality. There are still other variables related with the customer’s satisfaction, such as age, education level, and occupation.
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