A Study of the Relationship among Fast-Food Restaurants Customers’ Experience Quality, Perceived Value, Relationship Quality, and Brand Performance - The Case of McDonald & MOS Burger

• Main Authors: I-CHI OU, 歐怡琪
• Other Authors: James Tsai, PhD
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/95467121064406219496

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 98 === The purpose of this study was to investigate the relationship among Fast-Food Restaurants customers’ experience quality, perceived value, relationship quality, and brand performance.This study tests if significant relationship among these variables exists as well, and through linear structure relations to structural equation modeling. This study used a questionnaire-based survey by convenient sampling on Febraury 25, 2010 to May 20.A structured questionnaire was submitted to consumers of the fast-food restaurants including Taipei city,Taichung city, and Kaohsiung city. 606 were distributed and a total of 582 valid questionnaires were collected with valid rate of 96%. The collected data were analyzed by descriptive statistics, reliability analysis, item analysis, independent samples t-test, confirmatory factor analysis, one-way ANOVA, structural equation modeling and path analysis. The results are as follows: 1. Those subjects were single, female, students, 18-30 years old, college or university graduate and NT$20.000 revenue per month are the majority. 2. The "experience quality" items of "core service" had the highest score of perceived mean value. The "perceived value" items of "emotional value" had the highest score of perceived mean value. The "relationship quality" items of "commitmemt quality" VII had the highest score of perceived mean value. The "brand performance" items of "brand image" had the highest score of perceived mean value. 3. Socio-economic variables such as age and residence would partially significantly affect the perception of "experience quality", "perceived value", "relationship quality" and "brand performance". 4. Significantly positive correlation among experience quality, perceived value, relationship quality, and brand performance were confirmed and the strongest association were "experiences quality" and "perceived value". 5. The path of core service and service escape, functional value and emotional value, satisfaction and brand performance had best predictive effectiveness. Keywords: Experience Quality, Perceived Value, Relationship Quality, Brand Performance, Fast-Food Restaurants, McDonald, MOS Burger