论餐饮行业顾客满意度提升策略的研究

集美大学工商管理学院毕业设计（论文）毕业设计（论文）毕业设计（论文）毕业设计（论文）题题题题目目目目论餐饮行业顾客满意度提升策略的研究届：2013专业：电子商务学生姓名：李宗彪学号：2009631034指导老师：胡俊敏职称：讲师2012年12月15日论餐饮行业顾客满意度提升策略的研究[摘要]21世纪是以服务取胜的年代，这个时代企业活动的基本准则应是使顾客感到满意。不能使顾客感到满意的企业必无立足之地。因为在信息社会，企业要保持技术上的优势已越来越不容易，企业必须把工作重点转移到顾客身上，从某种意义上说，使顾客感到满意的企业，将是成功的企业。本文将对餐饮行业顾客满意度进行研究，从顾客满意度的影响因素到顾客满意度模型的选择，对餐饮行业的顾客满意度指标进行详细的设计，最终针对问卷调查结果进行分析，提出顾客满意度的提升策略，为餐饮行业赢取顾客满意度提出相关建议。[关键词]餐饮行业顾客满意度提升策略RearchofRaisingCustomerSatisfactionPolicyOnCateringIndustry[Abstract]The21stcenturyistheeraofservicetowin,attheconsequenceofwhich,satisfyingthecustomershouldbethefundamentalofanenterprise’sactivity.Thereisnodoubtthatwithoutthecapabilityofsatisfyingthecustomer,it’simpossibleforanenterprisetoprogressin.Sincebeintheinformationera,itisharderandharderfortheenterprisetokeepthesuperiorityintechnique,sotheimportanceofcustomersatisfactionfeatured.Inasense,thoseenterprisethatcansatisfythecustomerwillbefullysucceed.Inthispaper,thereisaresearchoncustomersatisfaction,includingthefactorsofcustomersatisfactionandthemodelofsatisfaction.Basedontheresultofquestionnairewhichwasminutelydevisedinthesatisfactionindex,wecansafelydrawsomestrategiesconcentrateoncustomersatisfactionpromotionandproposesomerelevantsuggestionsforcateringindustry.[Keywords]CateringIndustryCustomerSatisfactionRaisingPolicy目录引言·······································································································1一、概述····································································································2（一）顾客满意的基本概念·········································································2（二）顾客满意度的特征············································································2二、顾客满意度的影响因素与测评··································································4（一）顾客满意度的影响因素分析································································4（二）顾客满意度指数模型·········································································5（三）顾客满意度测评指标体系的构建··························································7三、餐饮行业的顾客满意度分析······································································9（一）餐饮行业竞争分析············································································9（二）餐饮行业顾客满意度评价指标体系的设计··············································9（三）餐饮行业顾客满意度调查问卷设计·····················································10（四）顾客满意度问卷调查结果分析···························································111．样本基本信息分析········································································112．描述性统计分析···········································································123．主成分分析·················································································14四、餐饮业的顾客满意度提升策略··································································20（一）调查研究结果·················································································20（二）顾客满意度提升策略········································································22结论·········································································································24致谢语······································································································25参考文献···································································································26附录1：餐饮业顾客满意度调查问卷·······························································271引言随着知识经济的兴起和信息产业的迅速发展，以及经济全球化进程的日益加快，市场供需结构发生了明显的变化：商品从供不应求转向供大于求，社会消费从理性消费转向感性消费。供大于求使顾客选择有了巨大的空间，生活水平提高又使顾客的需求和期望迅速提升，从实用性转向注重功能、可靠性、安全性和经济性，从追求社会知名度较高的品牌产品到对产品的综合评价，顾客对产品的需求和期望远远超越了传统产品概念的本身。从数量到质量，从品质到品味，进而对心理和情感的追求表明了当代顾客越来越成熟，也标志着顾客成为社会消费的主体，开始形成充满个性、趋向心理稳定的消费观和价值观。作为企业来讲，顾客是企业生存和发展的基础，顾客的满意程度对产品具有最终决定权，所以企业必须从过去的“利润第一”转向“顾客第一”，真心实意地为顾客服务，使企业最终获利。有关资料表明：顾客满意指数每提高一个百分点投资收益增长6.6%，在美国顾客满意指数每增加一个百分点资产净值平均增加6.46美元。所以全世界越来越多的企业将顾客满意作为评价企业产品质量和服务质量以及企业业绩的一个重要指标。许多国家将顾客满意纳入了国家质量管理奖的评审，如欧州的质量奖，日本的戴明奖，美国的鲍德里奇奖中顾客满意都占有很大的比例，是所有指标中分值最高的一项。而餐饮业是传统而重要的服务行业，与人们生活密不可分，特别是随着人们收入水平提高、闲暇时间减少以及交往愿望增加等，对餐饮需求越来越大，这对餐饮业来说是难得的发展机会。但另一方面，餐饮尤其是中式餐饮多是手工操作，缺乏标准，致使质量具有不稳定性；加之当前餐饮业严重供大于求，顾客转换成本较低，致使餐饮企业保留顾客难度进一步增大。因此，本文将对餐饮行业顾客满意度进行研究，从顾客满意度的影响因素到顾客满意度模型的选择，对餐饮行业的顾客满意度指标进行详细的设计，最终针对问卷调查结果进行分析，提出顾客满意度的提升策略，为餐饮行业赢取顾客满意度提出相关建议。2一、概述（一）顾客满意的基本概念顾客满意是指顾客对某一件产品满足其需要的绩效与期望进行比较所形成的感觉状态。顾客满意的形成，取决于顾客以往的购买经验和使用感受，朋友和同事的影想，以及营销者的信息与承诺。因此，顾客满意水平取决于顾客期望价值与顾客感知价值之间的差异大小，可用一个简单的公式来描述：顾客满意度=顾客感知价值-顾客期望值[1]顾客期望是指市场上的顾客从各种渠道获得企业及产品、价格、服务等信息后内心对企业级产品服务等形成一种“标准”，进而会对企业的行为形成一种企盼。企业公开的服务承诺、隐含的服务承诺、口碑、顾客过去的经历、顾客自身的需求和价值都会影响到顾客的期望值。而顾客感知价值就是顾客所能感知到的利益与其在获取产品或服务时所付出的成本进行权衡后对产品或服务效用的总体评价，顾客感知价值体现的是顾客对企业提供的产品或服务所具有价值的主观认知，而区别于产品和服务的客观价值。顾客感知价值的构成因素包括质量价值、价格价值、情感价值、社会价值四个方面，顾客在接受企业产品和服务的过程中，会对这四个方面的因素进行感受，进而与自己原本的期望值进行比较，当顾客的感知小于顾客的期望，顾客会不满意；顾客的感知等于顾客的期望，顾客会满意；顾客的感知大于顾客的期望，顾客会很满意。（二）顾客满意度的特征对顾客满意的测量，实质上就是顾客满意度问题。顾客满意度（CustomerSatisfactionDegree以下简称：CSD）可以理解为顾客满意的程度，它是顾客对所消费的产品或服务的心理感知，对顾客满意水平的量化指标。顾客满意度具有以下特征[2]：1．主观性CSD归根结底是顾客的一种主观感知活动的结果，具有强烈的主观色彩。因此，对顾客来说，满意与否以及满意的程度，首先受主观因素影响，如经济地位、文化背景、需求和期望及评价动机，甚至受地方性的好恶、性格、情绪等非理性因素的影响。2．客观性一是说CSD是客观存在的，是不以企业、顾客的意志为转移的。也就是说，顾客3一旦接受了企业所提供的产品（包括售前服务，如广告宣传之类）之后，就有了一个满意度的问