| 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. |
