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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/11507

    Title: A Model with Combination of SQ-Need and SERVQUAL Examining the Cafeteria Customers’ Satisfaction and Loyalty
    Authors: HSU SHU-YU
    Contributors: Department of Leisure and Recreation Management
    Keywords: Survival Safety Satisfaction;Social Psychological Satisfaction;Customers’loyalty
    Date: 2011
    Issue Date: 2011-09-30 09:01:29 (UTC+8)
    Publisher: Asia University
    Abstract: Eating in cafeterias is a common experience for people, because it is
    convenient and economical in saving time and money. Due to the small
    business, cafeterias are seldom the main focus of researches. There are
    few literatures, combining both need theory and service quality theory,
    were applied in the researches dealing with the customer satisfaction and
    loyalty towards the caferterias. Therefore, I decide it to be the main
    topic of my thesis.
    The main purpose of the thesis is to intergrate both need theory and
    service quality theory and then develop a model that can explain the
    cafeteria customer loyalty. Then firstly examine the related influences
    of food quality, hygiene quality, price satisfaction to Survival Safety
    Satisfaction; secondly, examine the related influences of environmental
    quality, staff service quality, and convenience of services to Social
    Psychological Satisfaction. At last, examine the related influences of
    Survival Safety Satisfaction, Social Psychological Satisfaction towards
    customer loyalty.
    This study used questionnaire method based on SQ-Need and
    SERVQUAL Scale, adopted 5-level asymmetrical scales, and used
    convenience sampling to collect emperical datas. There were 374
    questionnaires from customers, 55 from employees. The reliabilities of
    the measurement scale were greater than 0.7. Linear regression analysis
    showed that the predictive power of food quality, hygiene quality and
    price to Survival Safety Satisfaction is 71%. The influence from the
    perceived price was the highest. The predictive power of enviromental
    quality, satff service quality, and convenience of services to Social
    Psychological Satisfaction is 60%. Staff service quality has greater
    influence than the others. The predictive power of Survival Safety
    Satisfaction and Social Psychological Satisfaction to loyalty is 68%,
    while Survival Safety Satisfaction has slightly larger influence.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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