| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 105 === Since the appearance of western fast-food culture and change in eating habit caused by the influence of industrialization, there are enormous business opportunities for western fast food in the yearly growing and competitive catering market. It is critical how to find out the key service quality attribute in itself. The previous researches on fast food industry mostly focus on the example of McDonald’s and MOS Burger and they seldom take SUBWAY as the subjects. However, tastes and ordering method of SUBWAY are quite different from other industries and they cannot be mentioned in the same breath. Therefore, this research intends to fill this gap.
By means of DINESERV service quality scale, this research adopted Customer Focus Group Interview for three times to optimize DINESERV service quality scale to make the scale more suitable for the theme of this research; then with the combination of Refined Kano Model and I-S Model analysis, Refined Kano paper customer questionnaires having been optimized on the basis of DINESERV were distributed in the SUBWAY stores of central part, with a total of 263 valid questionnaires collected; Refined Kano’s quality attribute classification and I-S Model analysis were conducted to understand SUBWAY customers’ perceived importance and satisfaction for the service quality attribute provided by SUBWAY; lastly, the results were analyzed, so as to decide the quality projects to develop SUBWAY’s products and service technology and find out the priority which should be improved. According to the results of Refined Kano’s quality attribute classification, there were 4 attractive attributes and then Expert Focus Group Interview was applied to select 4 one-dimensional quality attributes. After the Expert Focus Group Interview, the technical measures for 8 projects were generated.
Based on the research results, it is advised that SUBWAY should give priority to develop the definitive commodity. It can be known from the results that definitive commodity (period, season, region) affects customers’ highly attractive quality for SUBWAY – the diversity of main meals, increased frequency of promotions and improvement of high value-added quality – the feeling of food attraction can obviously improve definitive commodity (period, season, region) significantly, so as to positively reinforce customers’ inner impression and thoughts for SUBWAY.
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