快餐业服务质量对顾客忠诚影响的实证研究  

An Empirical Study of the Effect of Service Quality of Fast Food Industry on Customer Loyalty

作　　者：周文辉[1] 高明[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《湖南财经高等专科学校学报》2008年第5期120-122,共3页Journal of Hunan Financial and Economic College

摘　　要：服务质量是影响顾客忠诚的重要因素,是近年服务营销领域研究的热点课题。选取接受快餐业服务的顾客为调研样本,运用因子分析、结构方程模型等统计分析方法,从多维度来研究服务质量与顾客忠诚的关系。结果表明,快餐业服务质量由有形性、响应性、可靠性、保证性和移情性五个维度组成,各个维度对顾客忠诚的影响效果是不同的。Service quality plays an important role in affecting customer loyalty, so it becomes a hot topic in the field of sales and marketing. This article adopts the methods of statistical analysis including operator analysis and structure-equation-model, to stray the relationship between service and customer loyalty. And it concludes that service quality in the industry of fast food consists of five dimensions ： tangibility, responsiveness, reliability, security and empathy. Each dimension affects customer loyalty differently.

关 键 词：快餐业 服务质量 维度 顾客忠诚 

分 类 号：F270.71[经济管理—企业管理]