Exploring service quality of fast food chain stores byapplying IPA--- The case of Senior High School studentsin Kaohsiung

• Main Authors: Wan-Shan Chen, 陳琬萱
• Other Authors: 鄭駿豪
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/35450104573714707573

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 100 === The purpose of the study is to investigate high school students’ recognition of the importance and performance of the chain fast-food restaurants. Some strategies are further proposed for the authorities of chain fast-food restaurants. The subjects in this study were composed of the high school students used to dine in the three different kinds of chain fast-food restaurants, McDonald’s, Mos Burger and Dan-dan Burger. Descriptive Statistics and Importance-Performance Analysis (IPA) were applied to probe into the student responses to the questionnaires. The matrix analysis of IPA contained four quadrants, keeping on, over supply, lower superior order, and needing improvement. Based on the data analyses, the major findings of the present study are summarized as follows: 1. Visibility, reliability and safety are mostly placed in the quadrant I of keeping on. 2. Response is mostly placed in the quadrant II of over suppl. 3. Care is mostly placed in the quadrant I of keeping on, quadrant II of over supply and quadrant III of lower superior order. Moreover, Mos Burger got the most items to improve, especially in visibility. That McDonald’s and Mos Burger needed to improve was the prices. The items that Dan-dan Burger needed to improve were the clerks’ active and directive ordering, and the deduction of waiting time.The study results are proposed for the restaurant authorities to enhance the management of service quality and promote the competitive superiority.