A Study On The Service Quality Measurement Of The Campus Restaurant Based On The Servqual Model

With the arrival of the era of service economy,the measurement of service qualityhas paid more attention to.The SERVQUAL scale,which is a widely used methodcurrently,because of its good adaptation, has been used in many industries from it wasborn.But when we put it into a particular industry,we should do research on itsadaptation.The main work of this study include two aspects:First,developing the scales tomeasure the perceived quality in campus restaurant services,and exploring the factorsof perceived quality in campus restaurant;Second,studying the relationships amongevery factor of perceived service quality,customer satisfaction and behavior intention.Based on the skeleton of SERVQUAL,and making up its fault,this paper inventsa measurement scale of service quality in the campus restaurant.By the pre-survey,weget the formal questionnaire.The research uses EXCEL and SPSS13.0statisticalsoftware to analyze the formal survey data, and came to the following conclusions:(1)The result displayed that the formal scale had a high reliability and validity,and could measure the service quality of the campus restaurant.(2)By employing exploratory factor analysis,this research develops themeasurement scales of the perceived service quality in campus restaurant services.Theproposed scale comprises a parsimonious28items which span six dimensions:,Reliability,quality of food, service recovery, Environment and health,Empathy.(3) Responsiveness and Assurance, Environment and health positively andsignificantly influence customer satisfaction; Responsiveness and Assurance,Environment and health positively and significantly influence behavior intention;customer satisfaction positively and significantly influences behavior intention.