Abstract
People are paying greater attention to health. To maintain a good health status and obtain food fast, customers may go to healthy fast-food chain restaurants such as Subway more often than before in China and Taiwan. Healthy fast-food chain restaurants come with a healthy spin, seeking to differentiate themselves from other fast-food restaurants. This paper combined the refined Kano model and the quality function deployment (QFD) method. The refined Kano model was used to understand how customers perceive service attributes developed based on DINESERV measurements. QFD was employed to describe the relationships among the critical service attributes and corresponding improvements as well as to identify the priority for these improvements. The analysis results revealed that providing limited offers (due to periods, seasons, and regions) should be at the top of their improvement list, followed by staff suggestions for ingredients, and a temperature display to enhance the image of fresh ingredients. Other improvement actions include providing regular launches of new flavors/products, designing new and attractive slogans, and providing restaurant apps.
Highlights
Rapid economic development and social structural changes have led to massive changes in daily life
This paper examined the service quality of Subway in Taiwan by deploying the refined Kano model and the quality function deployment (QFD) method
The refined Kano model and QFD were combined to determine the attributes of quality elements in fast-food chain restaurants and find the improvement strategies by QFD
Summary
Rapid economic development and social structural changes have led to massive changes in daily life. Americans spend about half of their food dollars eating out when compared with 25% in 1955 [1], as the Taiwanese do in Asia. Fast food has become a popular alternative. It has become an integral and beloved part of life, especially for children, teenagers, or office workers on the go [2]. Fast-food restaurants or quick-service restaurants have become one of the most popular options to buy food [3,4]
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