| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系碩士班 === 91 === The purposes of this paper are to develop a service quality scale model and to discuss the gap of service quality between expectation and perception level in coffee chain stores. We modified the service quality scale model that is developed by Parasuraman, Zeithaml and Berry and introduced Fuzzy Linguistic Scale to collect data from college students in Taiwan. Based on the collected data, the results indicate some findings as follows. (1) The service quality scale model for coffee chain stores is composed of eight factors：the price factor, image of coffee product factor, property of coffee product factor, the responsiveness factor, convenience factor, facilities factor, an atmosphere factor, and service process factor. (2) College students’ pocket money and consume times per month have significant relationship. (3) There exists gap between expected service level and perceived service level in coffee chain stores for college students. (4) Northern college students think that the fifth gap of price factor, responsiveness factor, and facilities factor are larger than southern’. (5) Female students’ expected service level in image of coffee product factor, the responsiveness factor and facilities factor are higher than male’; northern college students’ expected service level in property of coffee product factor is higher than the middle part’; the south registered permanent students’ perceived service level in atmosphere factor is higher than northern’. (6) The perceived service level in overall eight factors for college students who study and are registered in south of Taiwan are higher than northern’.
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