Constructing and Validating the Restaurant Customer-based Service Orientation Scale (RCSOS)

• Main Author: 唐莉欣
• Other Authors: 劉元安
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/4z65wy

碩士 === 國立臺灣師範大學 === 餐旅管理與教育研究所 === 100 === The present study is to develop a Restaurant Customer-based Service Orientation Scale (RCSOS) to assess the degree of faith, attitude, and behavior performed by the restaurant service providers while delivering services. Applying the rigorous construction stages suggested by Churchill (1979), the study first collected the item pool from relative literature analyses and defined the concept of the construct. Followed by the focus group discussion and expert validity, 55 items were criticized and generated which were used as the pre-test version of the scale. Then, a series examination of scale validation was also done. Final test of the reliability and validity were taken from 520 restaurant customers as valid samples. Confirmatory factor analysis indicated that the RCSOS has stable factor structure and great reliability. A .91 of Cronbach’s was reported for the total scale, .73 to .88 for the four subscales. The RCSOS subscales included “Mature Attitude”, “Customer is Number One”, “High Proactiveness”, and “High Reliableness”. Finally, the implications and limitations of this present study were discussed.