-

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

- tasty

19

2-1-1

- tasty

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

- tasty

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)

- tasty

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

- tasty

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

~~

~