The Marketing Mix and Service Quality in Relation to Their Impacts on Customer Satisfaction: A Study of Fast Food Chains in Taiwan.
[Dissertation (University of Nottingham only)]
The major objective of this dissertation is to explore the relationship between marketing mix/service quality and customer satisfaction in fast food chains in Taiwan. A mathematical relationship was sought to identify whether (a) marketing strategies developed from 4P (product, price, promotion and place) are related to customer satisfaction. (b) service quality developed from DINESERV (Stevens, Knutson, and Patton, 1995), the restaurant service quality measuring tool, is related to customer satisfaction, and (c) consumer satisfaction towards marketing and service of fast food chains differ by gender, age, education, occupation and income groups.
The survey questionnaire included the main fast food industry determinants to customer satisfaction proposed by past research and the modified DINESERV instrument. A sample of one hundred and sixty four participants was used to collect data by visiting selected fast food restaurants. The results identified significant positive correlations between marketing mix/service quality and customer satisfaction.
Results were inconclusive in the influence of demographics on the relationship between marketing mix/service quality and customer satisfaction. It appeared that customers among different groups of gender, age, education, occupation, and income only had significant differences on certain variables, such as food package design, food taste, food freshness, clean rest rooms, etc. Therefore, a conclusion was drawn that customers in Taiwan generally shared the evaluations and expectations towards the marketing mix and service quality of fast food chains.
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