Lianyungang Small And Medium-sized Hotel Service Quality And Customer Behavior Intention Empirical Research

With the standard of living greatly improved in Lianyungang city, most people, especially busy ones choose to dine at small or medium-sized restaurants with increased frequency, as a result, a large number of SMS restaurants emerge with the times. Competitions for consumer markets among restaurants are increasingly Scorching, The managers of restaurant industries are always try their best to provide superior food and best services to keep positive relationship with their consumers and attract more and more regular customers. Therefore, how to intensify the positive relationship between consumers and restaurants becomes the managers' biggest concern. In today's competitive environment, providing superior food and best services are the resources of success and essential advantages for the managers. Thus,awareness of consumers' different demands for food and services are the managers' principle for improving or modifying their management objectives. But present scholars' researches are focusing mainly on the service improvements of five- star restaurants or overall restaurant industry, and their influences on consumers' behavioral intention. These researches haven't involved the service improvements of small and medium-sized restaurants and the different demands that closely linked with enormous common citizens. Therefore, this paper intends to study the factors that influence consumers' choices among small and medium-sized restaurants. The main purpose of the paper is to provide references for the managers to better the services and increase benefits by sorting and analyzing consumers' demands.The paper takes 10 small and medium-sized restaurants in Lianyungang urban area as case study, By means of such quantity surveying methodology as "factor analysis", "correlation analysis" and "cluster analysis" on the basis of questionnaire, the paper divides the consumers into three clusters: "physiological demand" , "normal consumption" and "Overall concern". The paper probes into the correlation of different clusters' consumption and restaurants' regards of service quality, and the correlation of consumers' satisfaction and their behavioral intention.The findings of the study reveal that "normal consumption" cluster keep a positive relationship with "restaurants' reliability". And "overall concern" cluster keep a positive relationship with "restaurants' promise". With regard to consumer satisfaction and their behavioral intention, these 3 clusters' overall satisfaction keeps a positive relationship with their return for dinner and their recommendation to relatives and friends, yet the recommendation intensity differs slightly with each cluster.