The Use of Importance-Performance Analysis for Evaluating Service Quality of Dried Pork Market in Northern Taiwan

• Main Authors: Chen, Wei-Chen, 陳維真
• Other Authors: Yang, Hao-Wei
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/8536dw

碩士 === 朝陽科技大學 === 應用英語系 === 102 === Service quality, with its final effect on repurchasing by customers, appears to have received relatively large attention, especially in retailing literature. Facing the market competition in retailing industry, service quality has become an important factor for improving companies’ profit. Therefore, this study was to examine the service quality of dried pork retailers and its impact on customer satisfaction. By using the SERVQUAL scale, approximately 350 data was collected from shoppers who continue supporting dried pork products. The findings demonstrated the use of Importance – Performance Analysis to assist managers of food retail chains improving their services. Keywords: service quality, customer satisfaction, importance-performance analyses (IPA)