快餐业服务质量对顾客忠诚影响的实证研究

服务质量是影响顾客忠诚的重要因素，是近年服务营销领域研究的热点课题。选取接受快餐业服务的顾客为调研样本，运用因子分析、结构方程模型等统计分析方法，从多维度来研究服务质量与顾客忠诚的关系。结果表明，快餐业服务质量由有形性、响应性、可靠性、保证性和移情性五个维度组成，各个维度对顾客忠诚的影响效果是不同的。

An Empirical Study of the Effect of Service Quality of Fast Food Industry on Customer Loyalty

Service quality plays an important role in affecting customer loyalty,so it becomes a hot topic in the field of sales and marketing.This article adopts the methods of statistical analysis including operator analysis and structure-equation-model,to study the relationship between service and customer loyalty.And it concludes that service quality in the industry of fast food consists of five dimensions: tangibility,responsiveness,reliability,security and empathy.Each dimension affects customer loyalty differen...