中式快餐顾客满意因素实证研究

发布时间：2018-06-16 04:06

本文选题：满意因素 + 顾客满意模型　；参考：《西南大学》2013年硕士论文

【摘要】：社会经济的快速发展,人们生存的竞争日益加大,“时间”成为最重要的资源之一,人们的生活方式也随之转变。快餐正好适应这种新的变化,成为人们就餐过程中越来越重要的选择。面对这重要的时代机遇,中式快餐应运而生,并且发展迅速,同时也出现了诸多问题：一方面无法避免快餐行业的根本性矛盾,另一方而还要面对西方快餐业巨头的竞争压力。传统的经营模式、营销战略难以解决这些问题,引入新的管理理念,新的管理模式成为克服上述问题的重要途径。顾客满意理论适应新的管理需求,越来越广泛应用于各个行业。本文主要围绕中式快餐行业发展过程中出现的问题,阐述了顾客满意理论对于中式快餐行业发展的必要性、作用和意义。分析了影响国内快餐业顾客满意的各因素,在各国顾客满意模型的基础上,提出了中式快餐顾客满意假设模型。通过对“乡村基”的实地走访和问卷调查,对得到的数据进行定量研究,并对原假设模型进行检验和修正。最后,根据研究结论,提出了中式快餐行业的营销建议和发展策略。本次调查分析的主要结论有： 1顾客预期与假设模型的其他因素之间几乎不存在相关性。各变量预期值与感知价值之间也不存在相关性。顾客预期与顾客满意其他因素之间一般来讲是呈负相关的,但这里出现了背离,本次研究出现的这种差异,我想主要有两个原因：一是,在乡村基问卷调查中,绝大部分为熟客,乡村基在重庆的发展已经比较成熟,消费者已经有一种比较深刻的先入为主的印象,对它的产品和服务已经比较了解了,所以预期对其消费的影响比较小。二是,快餐属于人们日常生活中比较简单的消费,顾客在做出消费决定之前不会花太多时间、精力去考虑是否消费或是对这种消费有一种特别的期望,它的预期是比较浅显的,对顾客满意的影响较小 2各变量的感知与感知价值之间呈正相关。在消费过程中顾客对产品和服务的价值判断主要来自于自身物质性或精神性的消费体验,而不是顾客预期。 3顾客满意与实用性感知价值、精神性感知价值的相关系数分别为0.421和0.584,呈正相关关系。并且精神性感知价值与顾客满意相关性更强,这说明消费者在短暂的快餐消费中与“物质性”因素相比,更加注重“精神性”因素。“精神性”因素的改进会带给顾客更强的愉悦感和更高的满意度。 4顾客忠诚与顾客满意、实用性感知价值、精神性感知价值之间呈正相关。快餐消费过程中的消费体验和满意程度都直接影响到顾客的忠诚度。其中,“精神性”因素相比“实用性”因素影响更大,“精神性”因素的提高更让顾客有更高的忠诚度。 5在中式快餐六个变量重要性评价中,评分由高到低依次为清洁、服务、质量、环境、价量和便捷,六个变量与顾客满意相关性由高到低依次为质量、服务、清洁、环境、价量和便捷。说明快餐的这几个基本变量中,人们最看重的是餐厅的清洁和食品的卫生,一方面,可能由于目前网络、电视新闻等频繁曝出餐饮行业的卫生问题,导致餐厅的清洁卫生形象在人们心目中欠佳；另一方面,人们在就餐过程中始终将健康放在第一位。在顾客满意方面,“质量”的影响是最大的,尽管顾客最看重的是“清洁卫生”,但它却不能对顾客产生最强的满意度。“质量”即产品的色、香、味、行等,对顾客满意的影响是最大的。这说明,在快餐中核心产品应该是食物本身,毕竟人们消费是解决吃的问题,好的口味、形状是顾客最终的追求,清洁卫生、服务等因素固然重要,但却不是最满意的因素。归根究底,中式快餐产品本身质量的提高才能最大限度的提高顾客的满意度。
[Abstract]:With the rapid development of social economy and the increasing competition of people's survival, "time" has become one of the most important resources, and the lifestyle of people has also changed. Fast food is just adapted to this new change and becomes more and more important in the process of eating. At the same time, there are many problems:
On the one hand, the fundamental contradiction of the fast food industry can not be avoided. The other side is facing the competition pressure of the western fast food tycoons. The traditional management mode, the marketing strategy is difficult to solve these problems, and the new management concept is introduced, and the new management model has become the important way to overcome the above problems.
The theory of customer satisfaction is adapted to the new management needs and is more and more widely used in various industries. This paper, focusing on the problems arising in the development of Chinese fast food industry, expounds the necessity, role and significance of customer satisfaction theory to the development of Chinese fast food industry. On the basis of customer satisfaction model, we put forward the hypothesis model of customer satisfaction of Chinese fast food. Through the field visit and questionnaire survey on "rural base", the obtained data are studied quantitatively, and the original hypothesis model is tested and corrected. Finally, according to the research conclusions, the marketing suggestions and development strategies of Chinese fast food industry are put forward.
The main conclusions of this survey are as follows:
There is almost no correlation between 1 customer expectations and other factors of the hypothesis model. There is no correlation between the expected value and perceived value of the variables. There is a negative correlation between the customer expectation and the other factors of customer satisfaction, but there is a deviation here. This difference, I think, is mainly for two reasons. First, in the rural base questionnaire survey, the vast majority of the visitors, the development of rural base in Chongqing has been more mature, the consumer has a more profound first impression, the products and services have been better understood, so it is expected to have a small impact on its consumption. Two, fast food belongs to people's daily life ratio. More simple consumption, customers will not spend too much time before making a consumer decision, to think about whether or not to consume or to have a special expectation of this consumption. It is expected to be relatively shallow and has less impact on customer satisfaction.
2 the perceived value of each variable has a positive correlation with perceived value. In the process of consumption, the value judgment of the customer's product and service mainly comes from the personal or spiritual consumption experience, not the customer expectation.
3 the value of customer satisfaction and practical sensuality, the correlation coefficient of psychic awareness value is 0.421 and 0.584 respectively, and there is a positive correlation between the mental sexuality value and the customer satisfaction. This shows that the consumer is more "psychogenic" than "materiality" factors in short fast food consumption. The improvement of factors will give customers more pleasure and higher satisfaction.
4 customer loyalty and customer satisfaction, practical sensual value and spiritual awareness value are positive correlation. The consumption experience and satisfaction of fast food consumption directly affect customer loyalty. Among them, "spiritual" factors have greater influence than "practical" factors, and the improvement of "spiritual" factors makes customers higher. Loyalty.
5 in the evaluation of the importance of six variables in Chinese fast food, the grade from high to low is clean, service, quality, environment, price and convenience. The correlation between the six variables and customer satisfaction is in turn from high to low to quality, service, cleanliness, environment, price and convenience. Food hygiene, on the one hand, may be due to the current network, television news and other frequent exposure of the food and beverage industry health problems, leading to the restaurant's clean and sanitary image is not good in the minds of people, on the other hand, people always put health in the first place in the process of eating.
"Quality" has the greatest impact on customer satisfaction. Although the most important thing is "clean health", it does not produce the strongest satisfaction to customers. "Quality" is the color, aroma, taste, and so on, which has the greatest impact on customer satisfaction. This indicates that the core product in the fast food should be the food itself, after all, people Consumption is to solve the problem of eating, good taste, shape is the ultimate pursuit of customers, clean health, service and other factors are important, but not the most satisfactory factor. In the end, the improvement of the quality of Chinese fast food products to the maximum to improve customer satisfaction.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

【参考文献】