The Study On The Influence Factor Of Customer's Loyal In Catering Business And Positive

With the entrance to WTO, market competition becomes intenser and intenser. And the catering trade in our country faces many serious problems which are shown as following: the decline of the profit rate, the loss of the consumers, decrease of the consumers'loyalty, etc. This requires the catering business to take an active interest in customer loyalty and find out the factors that influence the loyalty,establish the center of the enterprise management system in order to retain customers and improve customer loyalty.Only in this way, can the customer's degree of satisfaction and loyalty be improved.,can the business Competitiveness be improved. Therefore, the study of the factors which influence consumers'loyalty in catering business has extremely deep realistic meaning.With reference to the achievement of relevant theories from home and abroad about the consumers'loyalty, combined with the general law of the decision-making in consumer behavior to food service customers, this paper conside that the customer loyalty in catering business is a form of rational customers Emotional decision-making and decision-making role in the outcome of the joint, then the factors which influence consumers in the catering market are from the aspects of consumers'emotional and rational factors, proposed relavant hypothesis and built a conceptual model as well. Through questionnaire design, questionnaire research and sample data collection, the factor analysis, relevant analysis and multiple regression are adopted in the application of the software SPSS 11.5 to analyze the data and prove the hypothesis. Then the following conclusion has been made: customer loyalty is influened by customers and rational decision-making factor in the decision-making and emotional factors. the sense perception of quality, the sense perception of environment, the sense percepton of value have obvious positive influence on the consumers'loyalty in the catering business. Meanwhile, the emotional factors like the charm of an enterprise's brand and consumers's satisfaction have comparatively prominent positive influence on the consumers loyalty.