패스트푸드 레스토랑 서비스 품질 속성이 소비자 효용에 미치는 영향

The Effects of the Attributes of Service Quality on Consumer Utility in Fast Food Industry

  The ability of a restaurant to achieve excellence in consumer utility depends on the attributes of service quality. The purpose of the study, therefore, is to identify the attributes of service quality and to evaluate the effects of them on consumer utility in fast food industry. The attributes of service quality such as convenience, food quality and price, taste and nutrition of menu, human service and promptness, and cleanliness were arranged to examine the effects of service quality. In survey, data were collected from 220 respondents who have been to fast food restaurants within 1 year. This study uses a logit model to examine the effects of service quality attributes on the customer"s utility in fast food industry. The result shows that taste and nutrition of menu are the most influential factors in determining an overall quality of fast food restaurants. This study also offers decision support system for enhancing service operations according to customer utility.