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Title page for etd-0118114-233624


URN etd-0118114-233624 Statistics This thesis had been viewed 1168 times. Download 5 times.
Author Yi-Chun Chou
Author's Email Address No Public.
Department Management Business Administration
Year 2013 Semester 1
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 125
Title THE IMPACTS OF PERCEIVED PRODUCT QUALITY, SERVICE QUALITY, AND PRICE FAIRNESS ON CUSTOMER SATISFACTION AND LOYALTY - THE CASE OF RESTAURANTS
Keyword
  • Customer Satisfaction
  • Customer Loyalty
  • Perceived Product Quality
  • Perceived Service Quality
  • Perceived Price Fairness
  • Perceived Price Fairness
  • Perceived Service Quality
  • Perceived Product Quality
  • Customer Loyalty
  • Customer Satisfaction
  • Abstract   According to literature review, the evaluation scope of customer satisfaction includes product quality, service quality, and price fairness (Zeithaml et al., 2006). It would increase the customer satisfaction as the real service quality is better than expected by customer (Oliver, 1980). Thus, the service quality had been the important factor to make customers more satisfied (Parasuraman et al., 1988). Moreover, improving customer satisfaction could increase customer loyalty (Fornell, 1992). Therefore, it is a critical issue to enhance customer’s perceived product quality, service quality, and price fairness.
      In recent years, the life style of people in Taiwan has been changed due to economic growth and changing population structure. It making people to eat outside instead of eating at home and provides the opportunities for the new restaurants development. Taiwan is famous with its delicious food, so we can see variety of restaurants everywhere. The key point of their success is they always offer excellent quality of products and services. More specifically, they offer the products and services quality in terms of customer oriented. Therefore, this study uses restaurants as research objects.
      The purposes of this study are to explore the effects of perceived product quality, service quality, and price fairness on customer satisfaction and loyalty and uses restaurants as example. This study adopted questionnaire to collect data. The empirical data were analyzed by running SPSS software 18.0, and performing structural equation modeling by running AMOS software 18.0 to confirm the proposed hypotheses.
      The results of this study shown that all the independent variables, including perceived product quality, service quality, and price fairness, have significant positive influence on customer satisfaction and loyalty. Therefore, maintaining a high quality of products and services, and providing reasonable and fair price to customers have become the focus of the restaurant management.
    Advisor Committee
  • Kun-Huang Yeh - advisor
  • none - co-chair
  • none - co-chair
  • Files indicate in-campus access immediately and off-campus not accessible
    Date of Defense 2013-12-18 Date of Submission 2014-01-23


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