Research On Chinese Fast-Food Chain Enterprises Customer Retention

Nowadays, with the fast development of Chinese Catering Industry,especially the fast-food Industry, Chinese fast-food chain enterprises havegrown rapidly. However, with comparison to Western fast-food chainenterprises, there is a big gap in sales achievements and managerial mode.Especially with China entering into 21th century, Chinese fast-food chainenterprises have faced great opportunities and challenges, the loss of customersis more and more serious, which has become one of the most important factorslimiting the development of Chinese fast-food chain enterprises and increase ofbenefits.The competition in fast-food market is the competition of customers. Itincluded developing new clients and holding existing ones, the latter is so-called"Customer Retention"To solve the above problem effectively, the essay has based on the relevanttheories on customer retention, and discusses the development and existingproblems in Customer Retention of Chinese fast-food chain enterprises.Data was obtained from customers of several various Chinese and westernfast-food enterprises in Tianjin, and analyzes the main results on customer lossin Chinese fast-food chain enterprises, puts forward strategic plans, and specific measures in solving the problems to acquire customer satisfaction and keepcustomer loyalty.The author expects the essay can improve the level of CustomerRelationship Management and afford new ideas and methods on CustomerRetention in Chinese fast-food chain enterprises.