Chinese Fast Food Industry In Customer Satisfaction Factor Empirical Research

Life pace increasingly speeding-up and traditional housework continuously socializing bestows domestic fast-food business with historic opportunities. On one hand, its rapid development and keen competition in the industry brings about higher requirements on business management in the industry. On the other hand, it is difficult for Chinese fast-food business to adapt to rapid expansion in the industry because it was derived from traditional Chinese food industry, thus its business mode is inflexible while facing up to competition pressure from western fast-food businesses. So, how to introduce new business philosophies and management methodologies is an important question for Chinese fast-food enterprises to answer while they are expanding their businesses.This article, focusing on development trend of domestic fast-food businesses, inherent contradictions Chinese style fast-food enterprises must address while expanding their businesses, customer demand essential and its evolvement, elaborates the necessity, importance and significance of customer satisfaction management. It also puts forward assumption model of customer satisfaction factors on the basis of deeply analyzing various key factors influencing customer satisfaction in fast-food business. Based on 487 valid questionnaires, it deals with mutual relationship among different factors, based on which the assumption model is modified. Finally, it puts forward management strategy of customer satisfaction based on the quantitative factor model.According to his investigation and analysis on Chinese style fast-food industry, the author concludes as follows:1. In fast-food consumptive behavior, there is no overall correlativity between customer satisfaction and customer anticipation. Therefore, this investigation and analytical results are somewhat deviated from conventional theory of customer satisfaction. After reasoning, the author boldly designs the concept of "weak anticipation" and presents his statement: in consumptive behavior under weak anticipation, satisfaction stems from perceptive performance rather than from perceptive gap between anticipation and perceptive performance. There is no apparent correlation between satisfaction and anticipation.2. In the fast-food consumptive behaviors, notably positive correlation exists among customer satisfaction dependent on perceptive performance and perceptive value, perception utility, perception spiritual value and customer loyalty.