基于证据推理的中式快餐顾客满意度评价研究

发布时间：2018-02-25 04:27

本文关键词： 顾客满意度中式快餐证据推理评价指标体系　出处：《合肥工业大学》2012年硕士论文　论文类型：学位论文

【摘要】：目前，由于食品安全事件频发，人们对食品健康和营养要求的进一步提高，快餐业迎来了新的发展机遇。洋快餐度过垄断阶段，，逐步开始走本地化。通过借鉴西式快餐的经营理念和管理思想，中式快餐得到了快速发展，出现了一些知名企业，在一些区域市场已能和洋快餐抗衡。顾客满意度对快餐业来说非常重要。提高顾客满意度首先需要客观、准确地评价企业当前的顾客满意度，明确优劣势。考虑到顾客满意度评价的多属性和不确定性，本文采用证据推理方法进行研究。本文首先回顾了国内外关于顾客满意度及其评价的研究现状，分析了其存在的问题，概述了证据推理方法的基本理论和实际应用。接着，以顾客满意度相关理论为基础，分析了中式快餐的特点和顾客满意度的影响因素，建立了顾客满意度的三层评价指标体系。然后，构建了基于证据推理的顾客满意度评价模型：给出了一种基于频数标度的方法来确定底层指标和中间层指标权重；通过顾客对各项底层指标的评价数据计算出底层置信度，并借助证据合成算法逐层算出各层的置信度和满意度。最后，以A省一家典型的中式快餐连锁企业为例进行了实证研究，分别设计了中式快餐顾客满意度指标权重的调查问卷和中式快餐顾客满意度的调查问卷，并进行了实地调研。通过对调研数据的统计处理，计算出各层指标的权重及底层指标的置信度，再运用基于证据推理算法的智能决策系统(IDS)对所提模型进行了实证分析。评价结果显示该企业的顾客满意度总体较高，顾客普遍满意的是企业形象、菜品质量和口味以及就餐的便利性；而菜品份量、人员服务和就餐等待时间等方面的满意度相对较低，这正符合了该中式快餐连锁企业的实际状况，从而验证了评价模型的有效性。
[Abstract]:At present, due to the frequent occurrence of food safety incidents and the further improvement of people's requirements for food health and nutrition, the fast food industry has ushered in a new development opportunity. Gradually began to localize. By learning from the business philosophy and management ideas of Western fast food, Chinese fast food has developed rapidly, and some well-known enterprises have emerged. Customer satisfaction is very important to the fast food industry in some regional markets. To improve customer satisfaction, it is necessary to evaluate the current customer satisfaction of enterprises objectively and accurately. Considering the multiple attributes and uncertainties of customer satisfaction evaluation, this paper adopts evidence reasoning method to study the advantages and disadvantages. This paper first reviews the research status of customer satisfaction and its evaluation at home and abroad, analyzes the existing problems, summarizes the basic theory and practical application of evidential reasoning method, and then, based on the related theory of customer satisfaction, This paper analyzes the characteristics of Chinese fast food and the influencing factors of customer satisfaction, and establishes a three-layer evaluation index system of customer satisfaction. The evaluation model of customer satisfaction based on evidential reasoning is constructed: a method based on frequency scale is given to determine the weight of bottom index and middle layer index, and the confidence degree of bottom layer is calculated by customer evaluation data of each bottom index. Finally, a typical Chinese fast food chain in A province is taken as an example. The questionnaire of customer satisfaction index weight of Chinese fast food and the questionnaire of customer satisfaction of Chinese fast food are designed, and the field investigation is carried out. The weight of each index and the confidence degree of the underlying index are calculated, and then the proposed model is empirically analyzed by using the intelligent decision system (IDS) based on evidential reasoning algorithm. The evaluation results show that the customer satisfaction degree of the enterprise is generally high. Customers are generally satisfied with the image of the company, the quality and taste of the dishes and the convenience of dining, while the satisfaction with the serving, service and waiting time of the dishes is relatively low. This is in line with the actual situation of the Chinese fast food chain, thus validating the effectiveness of the evaluation model.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F224;F719.3;F274

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