基于SERVQUAL模型的连锁餐厅服务质量评价研究

Service Quality Evaluation for Chain Restaurants Using SERVQUAL Model

在SERVQUAL模型的基础上,结合国内消费者对连锁餐厅服务质量的要求,从餐厅环境、服务水平、食品质量、安全卫生和品牌规模5个维度出发,设计一套包含21个三级指标的连锁餐厅服务质量评价指标体系。采用层次分析法(AHP)对各指标进行权重分析,旨在找出影响连锁餐厅服务质量的关键因素,并在此基础上以问卷调查的形式,对Hooters餐厅进行实证分析。结果表明,影响连锁餐厅服务质量的最为重要的4大因素分别是原料的新鲜程度、食物原料的安全、食物营养全面和餐具安全卫生。

Considering domestic consumer demands for service quality of chain restaurants,an evaluation system is established using the SERVQUAL model.The model contains 21 indicators belonging to five categories:restaurant environment,service attitude,food quality,safety and reliability,and scale of the brand.Each indicator undergoes a weighted analysis in an analytic hierarchy process(AHP).The objective is to determine dominant factors affecting customer satisfaction on the services.An empirical study on a typical multinational chain restaurant,Hooters,is conducted by face-to-face interview and questionnaire.The result suggests that the four dominant factors are freshness of raw materials,safety and reliability of materials,comprehensive and balanced nutrition,and hygiene of tableware.