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-
TASTY
969v055 969v069 969v073 969v076 969v119
100 5
-
TASTY
100
- tasty
2
-
- tasty
3
1986
TASTY
TASTY
TASTY()
200 200 100%
T
- tasty
4
.8
.10
.11
.....12
.13
.14
......15
......23
.......27
TASTY ....31
.......32
...33
...34
...... 41
...43
T ...44
.......46
- tasty
5
... 53
... 56
....58
...60
- tasty
6
1-5-1 ..............................................................................................................13
2-1-1 ..................................................................................................19
2-1-2 ..........................................................................................21
2-3-1 ......................................................................27
3-1-1 ..............................................................................................................32
3-4-1 ......................................................................................................35
- tasty
7
2-1-1 ..............................................................................................................16
2-1-2 ..............................................................................................................17
2-3-1 ..............................................................................26
3-4-1 ..................................................................................................36
3-4-2 ..............................................................................................................37
4-1-1 ..........................................................................................................42
4-2-1 ..........................................................................................43
4-3-1 ...............................................................44
4-3-2 ...............................................................45
4-4-1 ...................................................................47
4-4-2 ..................................................................48
4-4-3 ..............................................................49
4-4-4 ..........................................................50
4-4-5 ....................................................................51
4-4-6 ..................................................................52
- tasty
8
20058 30 94 6
247 0.57% 11.43%
13.00% 4.62% 0.52% 1
6 5.52%
1986
Marr (1986)
Tasty Tasty
- tasty
9
Tasty
- tasty
10
Tasty
Tasty
- tasty
11
Tasty
Tasty
- tasty
12
(Parasuraman, Zeithamal, and Berry, 1985)
Crompton and Mackay(1989)
- tasty
13
1-5-1
- tasty
14
TASTY
Tasty
Tasty
- tasty
15
Gronroos(1982)
ParasuramanZeithaml Berry (1985)
=
-Farsad and Elshennawy (1989)
(Klose and Finkle1995)Andrew(2002)
Bateson and Hoffman(2002)
(2008)
(2009)
- tasty
16
Kolter(2000)
Kotler(2000)
2-1-1
2-1-1
(Intangibility)
(Inseparability)
(Variability)
(Perishability)
Gronroos et al. (2000)
20(2)
- tasty
17
Parasuraman et al.PZB
Gap
2-1-2
2-1-2
- tasty
18
Parasuraman
gapConceptual model of service
quality2-1-1
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19
2-1-1
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20
criteriaParasuraman
10
Dimensions of service quality
2-1-2
10
1.access
2.communication
3.competence
4.courtesy
5.(credibility)
6.reliability
7.responsiveness
- tasty
21
8.security
9.(tangibility)
10.understanding/knowing
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22
Parasuraman, Zeithaml, BerryPZB522
SERVQUSALPZB 1991
PZB SERVQUAL
PZB(1991)
SERVQUAL
- tasty
23
(Customer Satisfaction)
Spreng (1992)
2-2-1
AndersonFornell & Lehmann
(1994)
2-2-1
(Boulding, Kalra, Staelin &Zeithaml, 1993)
(Howard & Sheth, 1969; Oliver,1981)
(Johnson & Fornell, 1991)
- tasty
24
(Solomon, 1991; Fornell, 1992)
(Cognitive)Howard &
Sheth (1969)
(Westbrook, 1980; Churchill & Surprenant, 1982;Engel, Blackwell & Minard,
1993)
(Miller,1997)
-
(disconfirmation)
(Oliver, 1980)
Anderson & Sullivan
(1993)
(Westbrook,1980)
(Oliver, 1981)
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25
(Cadotte, Woodruff & Jenkins, 1987)
(Woodruff, 1983)Mano Oliver(1993)
(Hunt, 1977)
(Oliver, 1981)Oliver (1993)
(Spreng Mackoy, 1996)
(Iacobucci , Hrayson and Amy,
1994)
- tasty
26
2-3-1
Cornin & Taylor
Zeithaml & Bitner
Brady et al.
- tasty
27
Parasuraman et al.
2-3-1
- tasty
28
;(2009)-Kano
23
5 2
- tasty
29
(2009) -Gibson(1999)
2002
Anderson Sullivan(1993)
Zeithaml Bitner(2003)
2-3-1 Zeithaml Bitner2003
- tasty
30
Parasuraman et al. (1988)
SERVQUAL 1.
2.
3.
4.
5.
SERVQUAL
(Fick and Ritchie 1991)
(perception; P)
(expectation; E)(service quality; SQ
= P-E)
2002
- tasty
31
TASTY
TASTY 2001
TASTY
95%
1.
2. 1+1+1=9
3.
4.
- tasty
32
3-1-1
- tasty
33
1-1
1-2
1-3
1-4
2-1
2-2
2-3
2-4
- tasty
34
()
(,2006200)
1
- tasty
35
3-4-1
- tasty
36
3-4-1
1 2 3
4 5 6
7 8 9
10 11 12 13
14 15 16 17
PZB(1995)Kettinger&Lee(1997)
- tasty
37
3-4-2
(Survey Items)
1 2 3 Tasty 4 5
PZB(1995)Kettinger&Lee(1997)
Punck(1998100)
Cronbachs
- tasty
38
()
1.
TASTY
TASTY
200 200
()
SPSS 10.0
1.
2.
- tasty
39
2
34
30
5
Cronbachs
2005 ) ,
3. T
t
- tasty
40
4.
- tasty
41
89 111 20 6
21~30 118 31~40 40 41~50 26 51~60 6
60 4 4
63 115 18
134 66 2 14 2~3
80 3~4 59 4~5 26 5~6 11 6
10
- tasty
42
4-1-1
89 44.22 44.22
111 55.78 100.00
20 6 3.02 3.02 21~30 118 59.30 62.31 31~40 40 20.10 82.41 41~50 26 13.07 95.48 51~60 6 2.51 97.99 60 4 2.01 100.00
() 4 2.01 2.01 () 63 31.66 33.67 () 115 57.29 90.95 18 9.05 100.00
2 14 7.04 7.04 2~3 80 40.20 47.24 3~4 59 29.65 76.88 4~5 26 13.07 89.95 5~6 11 5.53 95.48
6 10 4.52 100.00
- tasty
43
(test-retest reliability)(alternative-form reliability)
(split-half reliability)(internal consistency
reliability)
Cronbachs
(,2005)4-2-1
Cronbachs 0.9180.850Nunnally(1978)
(0.7)0.80
4-2-1
Cronbachs
0.918
0.850
Cronbachs 0.7(Nunnally,1978)
- tasty
44
T
T (T-test)
()
t
4-3-1
F Sig F t (2-tailed) Sig t (1) (N=89)
(2) (N=111)
3.4015 3.2913 1.622 .204 1.198 .232 3.5909 3.5045 .544 .462 .939 .349 3.6288 3.5315 3.538 .061 1.067 .287 3.5852 3.4032 3.722 .055 2.333 .021 3.6023 3.5833 .636 .426 .231 .818
*P.05**P.01***P.001
- tasty
45
.05 t
4-3-2
F Sig F t (2-tailed) Sig t (1) (N=89)
(2) (N=111)
3.4432 3.3676 .001 .975 .867 .387 *P.05**P.01***P.001
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46
() 4-4-1
F 2.357 (P =.042).522 (P =.760).315 (P
=.904)1.464 (P =.203).775 (P =.569)
- tasty
47
4-4-1
F F(Sig)
(1)20 6 2.8333 2.357 .042 (2)21~30 118 3.2684 (3)31~40 40 3.5500 (4)41~50 26 3.4615 (5)51~60 6 3.5333 (6)60 4 3.0833
(1)20 6 3.2778 .522 .760 (2)21~30 118 3.5424 (3)31~40 40 3.5750 (4)41~50 26 3.6282 (5)51~60 6 3.4000 (6)60 4 3.2500
(1)20 6 3.3333 .315 .904 (2)21~30 118 3.5621 (3)31~40 40 3.6250 (4)41~50 26 3.6154 (5)51~60 6 3.6667 (6)60 4 3.4167
(1)20 6 3.4583 1.464 .203 (2)21~30 118 3.4492 (3)31~40 40 3.4750 (4)41~50 26 3.6154 (5)51~60 6 3.2500 (6)60 4 4.0625
(1)20 6 3.4167 .775 .569 (2)21~30 118 3.5530 (3)31~40 40 3.6063 (4)41~50 26 3.7212 (5)51~60 6 3.9000 (6)60 4 3.6250
*P.05**P.01***P.001
- tasty
48
F 1.488.05
4-4-2
F F(Sig)
(1)20 6 3.3667 1.488 .196 (2)21~30 118 3.3593 (3)31~40 40 3.3350 (4)41~50 26 3.6154 (5)51~60 6 3.8800 (6)60 4 3.3500
*P.05**P.01***P.001
() 4-4-3
F 1.648 (P =.180)2.015 (P =.113)1.883
(P =.134)1.468 (P =.224)4.771 (P =.003)
- tasty
49
Scheffe
4-4-3
F F(Sig)
(1) () 4 3.0000 1.648 .180 (2) () 63 3.2222 (3) () 115 3.3947 (4) 18 3.4815
(1) () 4 3.4167 2.015 .113 (2) () 63 3.3915 (3) () 115 3.6345 (4) 18 3.5185
(1) () 4 3.2500 1.883 .134 (2) () 63 3.4497 (3) () 115 3.6608 (4) 18 3.5370
(1) () 4 3.3125 1.468 .224 (2) () 63 3.3730 (3) () 115 3.5395 (4) 18 3.5556
(1) () 4 3.1875 4.771 .003 (2) () 63 3.4008 (3) () 115 3.7061 (4) 18 3.6250
*P.05**P.01***P.001
F 3.325P0.5
- tasty
50
4-4-4
F F(Sig)
(1) () 4 2.7500 3.325 .021 (2) () 63 3.3048 (3) () 115 3.4965 (4) 18 3.2778
*P.05**P.01***P.001
() 4-4-5
F 2.118 (P =.065)2.360 (P =.042)2.632 (P
=.025)1.179 (P =.321)1.755 (P =.124)
- tasty
51
4-4-5
F F(Sig)
(1)2 14 2.9524 2.118 .065 (2)2~3 80 3.2625 (3)3~4 59 3.4633 (4)4~5 26 3.4231 (5)5~6 11 3.5758 (6)6 10 3.2963
(1)2 14 3.1429 2.360 .042 (2)2~3 80 3.4833 (3)3~4 59 3.7119 (4)4~5 26 3.6026 (5)5~6 11 3.6061 (6)6 10 3.3333
(1)2 14 3.1429 2.632 .025 (2)2~3 80 3.5292 (3)3~4 59 3.7514 (4)4~5 26 3.5641 (5)5~6 11 3.6970 (6)6 10 3.3704
(1)2 14 3.1607 1.179 .321 (2)2~3 80 3.5000 (3)3~4 59 3.5212 (4)4~5 26 3.4519 (5)5~6 11 3.6136 (6)6 10 3.5278
(1)2 14 3.2500 1.755 .124 (2)2~3 80 3.5938 (3)3~4 59 3.5805 (4)4~5 26 3.6154 (5)5~6 11 3.8864 (6)6 10 3.7500
*P.05**P.01***P.001
- tasty
52
F 1.034 0.5
4-4-6
F F(Sig)
(1)2 14 3.1000 1.034 .399 (2)2~3 80 3.4200 (3)3~4 59 3.3627 (4)4~5 26 3.5000 (5)5~6 11 3.5091 (6)6 10 3.5333
*P.05**P.01***P.001
- tasty
53
TASTY
TASTYSPSS
TASTY
T
t
.05 t
1.
F
- tasty
54
2.357 (P =.042).522 (P =.760).315 (P =.904)1.464 (P =.203).775
(P =.569)
F 1.488.05
2.
F
1.648 (P =.180)2.015 (P =.113)1.883 (P =.134)1.468 (P
=.224)4.771 (P =.003)
F 3.325P0.5
3.
F
- tasty
55
2.118 (P =.065)2.360 (P =.042)2.632 (P =.025)1.179 (P =.321)
1.755 (P =.124)
F 1.034 0.5
- tasty
56
TastyTASTY
- tasty
57
- tasty
58
;;(2006)
(2008)
(Wan-Ju Weng);(Man-Tsai Wu)
2 1 (2007/10)
97-105
(2002) 7-11
(1995)
5837-64
(1986)
(2000)
- tasty
59
(2005)-
(2006)
-
(1992)
(2005)/
(2004)-
259-88
(2004)-
- tasty
60
: 1. 2. 20 21~3031~4041~5051~6061 3. () () () 4. 5. 22~33~44~55~66 :
1 2 3 4 5 6 7 8 9
- tasty
61
10 11 12 13 14 15 16 17 :
1 2 3Tasty 4 5
~~
~