速食店顧客購買意願與服務品質相關性之研究

The Study of Relationship between Customers' Purchasing Intention and Service Quality in Fast Food Restaurant

10.29801/THTJ.201206.0003

張佩婷(Pei-Ting Chang)；宋映呈(Ying-Cheng Sung)

購買意願 ； 服務品質 ； 滿意度 ； purchasing intention ； service quality ； satisfaction

臺灣觀光學報

9期（2012 / 06 / 01）

39 - 52

繁體中文

本研究主要的目的在於探討速食店顧客購買意願與服務品質之相關性，以麥當勞餐廳為探討對象，調查其服務品質、滿意度和人口統計變數，進行研究分析，比較麥當勞消費者在各研究構面因素之表現是否有顯著性的差異存在。本研究共發放100份問卷，以台北火車站周遭麥當勞餐廳為研究範圍，研究對象以在麥當勞餐廳外的民眾為研究對象，採取便利抽樣的方式來發放問卷，問卷回收率100%，有效問卷率98%，無效問卷率2%。在服務品質分析調查統計中，「整體服務表現」滿意度大部分的感受頃向於普通，在購買意願分析調查統計中調查的整體滿意度接近滿意。受訪者在購買因素調查上以促銷活動／優惠卷者佔為居多，在欲選購「速食」時的主要考慮因素則是以便利性。

The purpose of this study was to investigate the relationship between fast food restaurant customers' purchasing intention and service quality. This study took McDonald restaurant as example to investigate the service quality, customers' satisfaction, and demographic factors. Through survey method, this study discussed if there was significant relationship among each research factors. Method was used convenient study by questionnaires and had 100 samples. In the result, ”overall service quality” selection had expressed the most result of ”so so”. In the selection of ”purchasing intention,” data had expressed the most result of ”satisfaction.” The strongly reason which will affect purchasing intention was ”promotion and coupon” and ”convenient.”

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