速食業消費者之體驗品質、顧客價值與滿意度關聯性研究－以摩斯漢堡和麥當勞爲例

A Study of the Relationship among Fast-Food Restaurants Customers' Experience Quality, Perceived Value, and Satisfaction-The Case of McDonald & MOS Burger

蔡長清(Chang-Ching Tai) ； 歐怡琪(I-Chi Ou) ； 吳凱莉(Kai-Li Wu)

《International Journal of Lisrel》 4卷1期 (2011/03) Pp. 1-28

https://doi.org/10.30063/IJL.201103.0001

摘要

本研究採問卷調查爲主，以便利抽樣方式於2010年2月25日至3月20日期間，在台灣台北都會區、台中都會區、高雄都會區進行速食業消費者問卷調查，總回收計有606份問卷，總計582份正式問卷，回收率爲96.52%。依研究目的及驗證假說進行檢測，瞭解受訪者之社經背景、體驗品質、顧客價值與滿意度之關係，研究結果顯示如下：
1.連鎖速食業消費者女性比例比男性高，主要以18~30歲以上、個人月收入爲20,000元以下占多數，且消費者爲未婚、職業爲學生、教育程度爲大學者爲多數。
2.連鎖速食業消費者對「體驗品質」以「人員服務」構面感受程度最高；「知覺價值」以「實用價值」和「情感價值」構面程度較高。
3.連鎖速食業消費者在不同「年齡」對於各潛在觀察變項認知上普遍有顯著差異。
4.「體驗品質」爲影響連鎖速食業消費者之「知覺價值」、和「滿意度」之關鍵影響因素，其中以「體驗品質」對「顧客價值」的影響力最強。

關鍵字

體驗品質 ； 價值 ； 滿意度 ； 速食餐廳 ； 摩斯漢堡 ； 麥當勞

並列摘要

This study tests if significant relationship among these variables exists as well, and through linear structure relations to structural equation modeling. This study used a questionnaire-based survey by convenient sampling on February 25, 2010 to May 20. A structured questionnaire was submitted to consumers of the fast-food restaurants including Taipei city, Taichung city, and Kaohsiung city. 606 were distributed and a total of 582 valid questionnaires were collected with valid rate of 96%. The results are as follows:
1. Those subjects were single, female, students, 18-30 years old, college or university graduate and NT$20.000 revenue per month are the majority.
2. The ”experience quality” items of ”employee service” had the highest score of perceived mean value. The ”perceived value” items of ”functional value” and ”emotional value” had the highest score of perceived mean value.
3. Socio-economic variables such as age and residence would partially significantly affect the perception of ”experience quality”, ”perceived value” and ” Satisfaction”
4. Significantly positive correlation among experience quality, perceived value, and Satisfaction were confirmed and the strongest association were ”experiences quality” and ”perceived value”.

並列關鍵字

Experience Quality ； Perceived Value ； Satisfaction ； Fast-Food Restaurants ； McDonald ； MOS Burger