THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN CATERING INDUSTRY

This study aims to discuss the effect of service quality on customer satisfaction in catering. The research objectives include: 1) understanding the present situation of service quality and customer satisfaction in catering; 2) discussing the effects of different demographic variables on service quality and customer satisfaction; and 3) exploring the correlations between service quality and customer satisfaction in catering. The questionnaire was applied as the research tool; and Taiwan Tea Cuisine was the research object. Total 500 questionnaires were distributed, 357 copies were retrieved. Deducting 39 invalid ones, 318 questionnaires were valid with the retrieval rate 63.6%. The research findings show that service quality presents significantly positive correlations with product price, service efficiency, and perceived value; correlations between service quality and customer satisfaction have differences in some demographic variables. The research is expected to he the reference for catering industry and further research.