本研究旨在探討高中職學生對連鎖速食餐廳服務品質之重要性與表現程度認知之研究,目的在瞭解高中職學生對連鎖速食餐廳服務品質重要性與表現程度的關係,藉以提出不同策略以提供有關連鎖速食餐廳業者日後經營之參考。研究方法採立意抽樣法以在連鎖速食餐廳用餐的高中職學生為問卷對象,與三家不同類型連鎖速食餐廳做為研究範圍,並運用描述性統計分析、重要性—表現(滿意)分析(Importance-Performance Analysis,簡稱IPA)來分析資料。藉由「重要-滿意分析矩陣」共分為四個象限,繼續保持、供給過度、優先順序較低、供給者宜加強改善的重點,研究結果發現「有形性」及「可靠性」、「安全性」構面項目落點在「第I象限繼續保持」為最多;「反應性」構面項目落點在「第II象限供給過度」最多;「關懷性」構面項目則大多落在「第I象限繼續保持」「第II象限供給過度」以及「第III象限優先的順序較低」,摩斯漢堡需改善項目為最多,特別在「有形性」方面,在餐飲價格項目上,高中職學生覺得「麥當勞」和「摩斯漢堡」最需改善,而丹丹漢堡最需改善的服務項目為服務人員主動引導點餐,減少等待時間,業者應優先改善這些重要性高表現卻低的服務項目。本研究以此結果來提出具體建議,提供給餐廳業者參考,加強服務品質管理以提高其競爭優勢。
The purpose of the study is to investigate high school students’ recognition of the importance and performance of the chain fast-food restaurants. Some strategies are further proposed for the authorities of chain fast-food restaurants. The subjects in this study were composed of the high school students used to dine in the three different kinds of chain fast-food restaurants, McDonald’s, Mos Burger and Dan-dan Burger. Descriptive Statistics and Importance-Performance Analysis (IPA) were applied to probe into the student responses to the questionnaires. The matrix analysis of IPA contained four quadrants, keeping on, over supply, lower superior order, and needing improvement. Based on the data analyses, the major findings of the present study are summarized as follows: 1. Visibility, reliability and safety are mostly placed in the quadrant I of keeping on. 2. Response is mostly placed in the quadrant II of over suppl. 3. Care is mostly placed in the quadrant I of keeping on, quadrant II of over supply and quadrant III of lower superior order. Moreover, Mos Burger got the most items to improve, especially in visibility. That McDonald’s and Mos Burger needed to improve was the prices. The items that Dan-dan Burger needed to improve were the clerks’ active and directive ordering, and the deduction of waiting time.The study results are proposed for the restaurant authorities to enhance the management of service quality and promote the competitive superiority.