Empirical Study On Factors Influence Catering Businessis’s Customer Loyalty

With the increasing sophistication of the market economy, theicatering business market arebecoming increasingly competitive and severe challenges also occurs during the development.At the same time, it has become a critical issue how to develop a loyal group of customers,which not only can retain old customers but also can reduce marketing costs and improveprofits, as well as can establish a good reputation so as to attract more new customers. Therefore,for catering enterprises, it is of great significance to study the factors that can InfluenceCustomer Loyalty.Based on the results from home and abroad and by using the method of standard analysisand empirical research, this paper mainly studies the factors influencing customer loyalty.Furthermore, the model of customer loyalty influencing factor is established, and four of WuhuCity food and beverage companies are selected for data collection, which is to verify theinfluencing extent of various factors on customer loyalty. In the end of this paper, appropriatesolutions, which is about how to improve customer loyalty, are proposed.And the thesis isdivided into five chapters: Chapter I is an introduction, mainly on the research background,meaning, content, method and structure of the thesis. Chapter II is on the data review, cardingthe internal and oversea data about the concept of consumer loyalty and its effective factors.Chapter III is on the research model construction and theoretical hypothesis. Based on the datacarding, the thesis concludes major effective factors for consumer loyalty to be the majordriving factors of catering industry’s consumer loyalty. Then it devise investigationquestionnaire and construct research model. Chapter IV is about questionnaire design anddescriptive statistical analysis. Chapter V is about model test and data analysis. By makinginvestigation about four catering industries of Wuhu, the thesis collects relative data, andanalyzes these data with SPSS13.0. Chapter VI is a conclusion, which summarizes the researchresults and put up with suggestions on how to improve the catering consumer loyalty and reflectthe drawbacks of the thesis.In summary, the research idea that works through the thesis is to introduce consumerloyalty theory into the catering industry, and making some theoretical and practical explorationon catering industy consumer loyality.All of above is expected to be useful.