餐饮业的顾客忠诚度状态预测研究

发布时间：2018-03-08 21:23

本文选题：餐饮业　切入点：顾客忠诚度　出处：《武汉理工大学》2007年硕士论文　论文类型：学位论文

【摘要】： 随着我国国民经济的快速发展，居民收入水平的迅速提高，餐饮消费需求日益旺盛，营业额一直保持较强的增长势头，整个餐饮市场发展态势良好。但不可否认的是机遇与挑战并存，利润与风险同在，传统餐饮与个性餐饮斗法，民族餐饮与外来餐饮拉锯，快餐餐饮与店堂餐饮争城成为新时代餐饮的表象特征。在竞争激烈、日益饱和的餐饮市场上，餐饮企业生存发展的关键不再是片面的追求市场份额的数量，而是提高市场份额的质量——忠诚顾客的份额。因此，评价餐饮企业的顾客忠诚水平，深入分析顾客流失的原因，对餐饮企业挽留顾客，提高顾客忠诚度来说具有重要的实践指导意义。同时，，餐饮业作为服务行业，对其进行顾客忠诚度的研究，也给服务业的其它行业提供一定的参考借鉴作用。本文在回顾国内外研究顾客忠诚理论的基础上，运用数学模型对餐饮企业的顾客忠诚水平进行评价，找出影响顾客流失和顾客保留的关键因素，并通过对比分析得到餐饮企业在进行顾客忠诚管理过程中最应该加强和改善的地方，以实现有限资源的最大利用，从而提高企业的顾客忠诚水平，实现企业的可持续发展。本研究采用了问卷调查的方式，对武汉市四家餐饮企业的顾客进行调查，建立适当的数学模型对餐饮企业的顾客忠诚水平进行测度，并利用SPSS11.5统计软件对调研数据进行分析。整个研究中综合采用了文献法、实证分析法、问卷调查法、统计分析法、对比分析法等多种科学的研究方法。通过调查研究和实证分析，本文的主要研究成果如下：(1)运用数学工具建立了测量餐饮企业顾客忠诚度的数学模型，并通过实证分析检验模型的可行性；(2)根据对餐饮消费者的访谈并结合早期的相关研究确定了几个最能影响餐饮企业顾客忠诚度的餐饮属性因素；(3)通过对忠诚顾客和非忠诚顾客两个不同顾客群体的对比分析找出影响顾客流失和顾客保留的关键影响因素；(4)针对影响顾客流失和顾客保留的关键影响因素提出提高餐饮企业顾客忠诚、降低顾客流失的发展思路。
[Abstract]:With the rapid development of our national economy and the rapid improvement of the income level of the residents, the demand for food and beverage consumption is increasingly strong, and the turnover has been maintaining a strong growth momentum. The development of the whole catering market is good. But it is undeniable that opportunities and challenges coexist, profits and risks exist, traditional catering and individual catering fight, ethnic food and foreign food and beverage, The competition between fast food and restaurant has become the apparent feature of catering in the new era. In the competitive and increasingly saturated catering market, the key to the survival and development of catering enterprises is no longer the one-sided pursuit of the quantity of market share. It is to improve the quality of market share-the share of loyal customers. Therefore, evaluate the level of customer loyalty of catering enterprises, in-depth analysis of the reasons for the loss of customers, the restaurant enterprises to retain customers, Improving customer loyalty is of great practical significance. At the same time, the restaurant industry as a service industry, the study of customer loyalty also provides some reference for other industries in the service industry. On the basis of reviewing the theory of customer loyalty at home and abroad, this paper evaluates the level of customer loyalty in catering enterprises by using mathematical model, and finds out the key factors that affect customer turnover and customer retention. And through the comparative analysis, we can get the best place to strengthen and improve in the process of customer loyalty management, so as to realize the maximum utilization of limited resources, thus improve the level of customer loyalty of enterprises and realize the sustainable development of enterprises. This research adopts the method of questionnaire, investigates the customers of four catering enterprises in Wuhan, and establishes the appropriate mathematical model to measure the customer loyalty level of the catering enterprises. In the whole research, many scientific research methods, such as literature method, empirical analysis method, questionnaire method, statistical analysis method, comparative analysis method and so on, are used to analyze the investigation data. Through investigation and empirical analysis, the main research results of this paper are as follows: 1) A mathematical model for measuring customer loyalty in catering enterprises is established by using mathematical tools. The feasibility of the model is tested by empirical analysis. (2) based on interviews with catering consumers and combined with early relevant studies, several factors of catering attributes most affecting customer loyalty in catering enterprises are identified. A comparative analysis of two different customer groups with non-loyal customers to find out the key factors that affect customer loss and customer retention. (4) aiming at the key factors affecting customer loss and customer retention, we propose to improve customer loyalty in catering enterprises. The development thought of reducing customer drain.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F719.3

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