| Summary: | 碩士 === 國立嘉義大學 === 企業管理學系 === 96 === The main purpose of this study is to examine the current relationships among service orientation, service quality, and service value in the fast food chain stores in Taiwan. The baby birth rate has largely reduced and the population structure is gradually stepping to the older age in recent years. Take children and the younger for primary consume market, fast food chain stores fall into a difficult position. Therefore, fast food chain stores should develop different marketing strategies and take action to enlarge the sales profits. Previous studies pointed out that service orientation has a positive relationship on service quality. However, there has been relatively little research on the topic “service orientation” in the restaurant industry thus far. Only a few isolated recent efforts have continued to address the relationships among service orientation, job satisfaction, and organization commitment. Up to this point, whereas, there were few empirical studies of fast food chain stores operation in Taiwan. As a result, in this paper I presented a conceptual framework for linking service orientation, service quality, and service value. It’s hoped that this study will provide important information that to enhance service orientation can improve service quality, further increase consumers’ service value. This study revealed which part of service orientation can accelerate service quality and service value. Empirical results contributed the fast food chain stores to decide their strategies and improve performance.
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