The Study On The Relationship Between Service Quality And Elements Of Brand Value In Fast Food Industry

The fast food industry in our country has been developing quickly, however, the two foreign fast food giants McDonald and KFC have occupied a half of the market share and there is still no domestic strong brand could compete with them. Fast food industry belongs to the service industry, and the service quality is an important index that measures its market competence power. Therefore, this paper studies the relationship mechanism between service quality and elements of brand value in fast food industry, and it expects to provide some guidance to domestic fast food companies'operation and management.The service quality that this paper studies is the quality that customer perceives, and the brand value study is basing on customer's brand value. To study the relationship between them, the paper adopts the PZB service quality evaluation model and separates the service quality into five dimensions of tangibility, reliability, assurance, responsiveness and empathy. As to the brand value's evaluation, the paper gets reference from the research of restaurant brand by domestic scholar Zhou Yiming and divides the brand value into two elements of brand knowledge and brand performance. Basing on the theory investigation and analysis, the paper establishes the relationship model and puts forward hypothesis of service quality and brand value elements.To verify the hypothesis, the paper uses questionnaire to investigate the fast food consumers'after-sale feeling in Shenyang. The investigation contents are mainly about the customers'evaluation towards service quality, brand knowledge and brand performance. The paper uses SPSS13.0 software to analyze the collected data, and the analyzing methods include factor analysis, correlation analysis and multiple regression analysis. According to the statistical results, the paper modifies the relationship and hypothesis about the service quality and brand value elements, and it also gets the conclusion of relationship mechanism of service quality's dimensions and brand value elements. Basing on the research results, the paper puts forward some suggestions about fast food industry's brand building.