A Study On The Influencing Factors Of Customer Loyalty In Catering Service Enterprises

In this thesis, drawing on domestic and catering service business marketing strategy, the foundation of customer satisfaction, customer loyalty and other large references on influential factors of customer loyalty catering service company condu-cted indepth research, including the following several aspects:The thesis emphatically analyzes the customer loyalty of domestic and foreign research present situation,leads to the definition of loyalty proposed loyalty is divided into four levels:real loyalty, potential loyalty, loyalty and completely untrue disloyal, and points out the four levels of customer for the different meaning of the enterprise. Summed loyal customers for catering enterprises play an effective lower advertising and marketing costs, the customer at the top of the value chain, enhance corporate reputation in society,to enable businesses to quickly gain market share and improve margins a total of four different meaning of the enterprise. The difference between customer satisfaction and customer loyalty is proposed:Customer satisfacti-on is one that has been completed consumption meets the customer’s needs, and whether the customer loyalty is then a measure of consumption. Also pointed out that the impact of customer loyalty factors include:complaints brand, customer satisfactio-n,conversion cost, quality service and shopping convenience, alternative attractiveness, the company’s products and prices, customer demand, customer and business employ-ee satisfaction that 10 aspects. After the paper uses the theory with practice, to build customer loyalty model, citing the CAS questionnaire data sampling studies of Yum Brands Inc into the data model, through reliability analysis, validity analysis, corrclation analysis and regression analysis of Yum Brands Inc customer loyalty to the effects of the factors in descending order:service quality, customer expectations, customized, emotional investment alternatives competition, interest, information secu-rity. Finally, it concludes that catering service enterprises to improve customer loyalty 6 countermeasures are:enhanced ability to communicate with customers, the customer demand in the first place, by improving the enterprise product and service quality double upgrade, make clear that the product service operations, specify the price is reasonable, enhance the enterprise competitiveness and improve employee loyalty.