基于五感营销理论的大众餐饮门店顾客满意度提升研究

发布时间：2018-08-24 16:29

【摘要】：伴随着工作和生活节奏的加快，越多越多的人更愿意从既耗时又耗力的家庭厨房解放出来，外出就餐，大众餐饮门店方便快捷、价格实惠的特点顺应了大多数消费者的这一需求。然而通过调查研究，笔者发现部分大众餐饮门店在环境卫生、食品卫生、服务质量等方面不尽如人意，，顾客满意度不高，顾客抱怨较多，这些状况影响到了大众餐饮门店的经营效益，也使顾客对门店的忠诚度降低。在学习了大量文献和理论的基础之上，本文分析了大众餐饮行业的现状和特征，构建了大众餐饮门店顾客满意度指数测评模型和大众餐饮门店顾客满意度测评指标体系；接着，根据大众餐饮门店顾客满意度指数测评模型和大众餐饮门店顾客满意度测评指标体系进行了大众餐饮门店顾客满意度的实证分析，运用SPSS16.0统计软件完成了相关数据的分析，包括描述性统计、信度分析、因子分析、相关性分析和多元回归分析，并简要评述了数据分析的结果；最后，基于实证分析的相关数据结论和实证调查中顾客对大众餐饮门店经营管理提出的意见和建议，笔者结合五感营销的相关理论，提出了大众餐饮门店顾客满意度的提升策略。
[Abstract]:With the quickening pace of work and life, the more people are willing to liberate themselves from the time-consuming and laborious family kitchens, eat out, and enjoy the convenience of popular restaurants. The feature of affordable price conforms to this demand of most consumers. However, through investigation and research, the author found that some popular restaurant stores in environmental hygiene, food hygiene, service quality and other aspects are not satisfactory, customer satisfaction is not high, customers complain more, These conditions affect the operating efficiency of public restaurant stores, but also reduce customer loyalty to stores. Based on the study of a large number of literature and theory, this paper analyzes the current situation and characteristics of the mass catering industry, and constructs a customer satisfaction index evaluation model and a customer satisfaction evaluation index system. According to the customer satisfaction index evaluation model and the customer satisfaction index system of the popular restaurant store, this paper makes an empirical analysis of the customer satisfaction of the public restaurant store, and completes the analysis of the relevant data by using the SPSS16.0 statistical software. Including descriptive statistics, reliability analysis, factor analysis, correlation analysis and multiple regression analysis, and briefly reviewed the results of data analysis. Based on the conclusions of the empirical analysis and the opinions and suggestions put forward by the customers on the management and management of the public catering stores, the author puts forward the promotion strategy of the customer satisfaction of the public catering stores in combination with the relevant theories of the five-sense marketing.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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