餐饮企业顾客忠诚影响因素的实证研究

发布时间：2018-07-12 14:15

本文选题：餐饮企业 + 顾客忠诚　；参考：《安徽工业大学》2012年硕士论文

【摘要】：随着市场经济不断成熟，餐饮市场竞争日益激烈，发展中也面临着严峻的挑战。此时，如何培养忠诚的顾客群体已是一个关键性的问题，因为顾客忠诚不仅可以留住老顾客，又可以降低营销成本，提升企业利润，还可以帮助餐饮企业建立良好的口碑，争取更多的新顾客；因此，顾客忠诚影响因素的研究对于餐饮企业来说具有十分重要意义。本文在借鉴国内外相关研究成果的基础上，采用了规范分析和实证研究相结合的方法对顾客忠诚的影响因素进行分析，进而构建了餐饮业顾客忠诚的影响因素模型，并选取了芜湖市四家餐饮企业进行数据采集，验证各因素对顾客忠诚的影响程度，最后针对结论，对餐饮企业应如何提升顾客忠诚提出了相应解决策略。全文共分六章展开：第1章是绪论。主要介绍了论文的研究目的与研究意义、研究内容、方法和研究框架。第2章是相关文献综述部分。比较详细地梳理了有关顾客忠诚度概念及其影响因素的国内外文献资料。第3章是研究模型构建与理论假设部分。在文献梳理的基础上，归纳出对顾客忠诚度起主要作用的影响因素，作为餐饮业顾客忠诚的主要影响因素，并就这些主要影响因素和餐饮业顾客忠诚之间的关系提出理论假设，据此构建研究模型。第4章是问卷设计和抽样样本描述统计分析。在实证研究假设的基础上，经过反复验证，确定了调查问卷，并对抽样样本做统计分析。第5章是模型检验与数据分析部分。通过对芜湖市四家餐饮企业的问卷调查，，本文收集了相关数据，并运用SPSS13.0软件对数据进行分析，对所构建的研究模型进行了检验。第6章是研究结论与策略。归纳了论文的研究结果，提出了提升餐饮业顾客忠诚的建议，并反思了本文研究中存在的不足。综上，贯通本文的研究思路在于将顾客忠诚理论引入餐饮行业，对如何提升餐饮业顾客忠诚进行理论和实践上的探讨，希望能对餐饮业顾客忠诚的理论研究和实践有所裨益。
[Abstract]:With the market economy maturing, the catering market competition is becoming more and more fierce, and the development is also facing severe challenges. At this point, how to cultivate loyal customer groups is a key issue, because customer loyalty can not only retain old customers, but also reduce marketing costs, enhance corporate profits, but also help catering enterprises to establish a good reputation. Therefore, the study of the influencing factors of customer loyalty is of great significance to catering enterprises. Based on the domestic and foreign related research results, this paper uses the method of normative analysis and empirical research to analyze the influencing factors of customer loyalty, and then constructs the model of influencing factors of customer loyalty in catering industry. Four catering enterprises in Wuhu city were selected to collect data to verify the influence of various factors on customer loyalty. Finally, the corresponding solutions were put forward for the catering enterprises how to promote customer loyalty. The thesis is divided into six chapters: the first chapter is the introduction. This paper mainly introduces the purpose and significance of the research, research content, methods and research framework. Chapter 2 is the part of literature review. The domestic and foreign literature on the concept of customer loyalty and its influencing factors are reviewed in detail. Chapter 3 is the part of model construction and theoretical hypothesis. On the basis of literature review, this paper concludes the main influencing factors on customer loyalty, as the main influencing factors of customer loyalty in catering industry, and puts forward theoretical hypotheses on the relationship between these main influencing factors and customer loyalty in catering industry. Based on this, the research model is constructed. Chapter 4 is the statistical analysis of questionnaire design and sample description. On the basis of the hypothesis of empirical research, the questionnaire is determined after repeated verification, and the sampling samples are statistically analyzed. Chapter 5 is the part of model checking and data analysis. Based on the questionnaire survey of four catering enterprises in Wuhu City, this paper collects the relevant data, analyzes the data by using SPSS 13.0 software, and tests the research model. Chapter 6 is the conclusion and strategy. This paper summarizes the research results, puts forward some suggestions to improve the customer loyalty of catering industry, and reflects on the shortcomings of this study. In summary, the research idea of this paper is to introduce the theory of customer loyalty into the catering industry, and to discuss how to improve the customer loyalty of catering industry in theory and practice, hoping to be helpful to the theoretical research and practice of customer loyalty in catering industry.
【学位授予单位】：安徽工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719.3;F224

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