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dence: competence (possession of the required skills and knowledge to perform the service), courtesy (consideration for the customer's property, clean and neat appearance of public contact personnel), and trustworthiness, security (safety and confidentiality))

Empathy (The provision of caring, individualized attention to customers: informing the customers in a language they can understand, Understanding customer's specific needs, providing individualized attention)

Marketing mix factors
Customer satisfaction model
Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. The increasing importance of quality in both service and manufacturing industries has also created a proliferation of research. Oliver (1980) developed the expectancy disconfirmation theory, and this has been tested and confirmed in several subsequent studies (Oliver and DeSarbo, 1988). According to this theory, customers purchase goods and services with pre-purchase expectations about anticipated performance. Once the product or service has been purchased and used, outcomes are compared against expectations. When the outcome matches the expectations, confirmation occurs. Disconfirmation occurs when there are differences between expectations and outcomes. In the marketing literature, customer satisfaction is conceived to be part of an overall model of customer behavior that evolves over time. Figure 1 shows an example of how satisfaction is related to the other components in a typical model. This paper uses a polychromous logistic regression (PLR) model to quantify the categorical measurement of overall satisfaction. Logistic regression is frequently used to model the relationship between a dichotomous response variable and a set of predictor variables.

Model estimation and data collection:
A survey was conducted to investigate the effect of different service factors on customer satisfaction and return frequency in fast food operations. In the return frequency model, the dependent variable is the number of return visits reported by the customer. In the customer satisfaction model, the dependent variable is the degree of satisfaction indicated by the customer. We have reviewed studies in Reuland et al. (1985), Davis (1991) and Woo and Fock (1999) to identify significant factors that significantly influence the return frequency and customer satisfaction. The selected independent variables are listed below:

Difference between expected waiting time and actual waiting time.
Satisfaction with waiting.
Satisfaction with the price of food.
Satisfaction with staff’s service attitude.
Satisfaction with the food quality.
Satisfaction with the variety of food.
Satisfaction with convenience.
Research Methodology:
This study attempts to determine the items for the dimension of customer preference in the foodservice industry and incorporate them into a Liker-type instrument, as well as administering the instrument to a sample population consisting of foodservice customers. The survey describes a sequence of valid and reliable steps for generating and measuring multi-item constructs. The first stage was to identify the important items for the dimension of foodser本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。