The Research On The Relationship Of Customer Satisfaction And Customer Loyalty Of Chinese Fast-food Restaurant

Along with the expansion of city scale in China and the acceleration pace ofwork, Chinese fast food industry competition is becoming increasingly fierce.But theChinese fast food enterprises to provide the degree of product homogeneity is veryhigh. If Chinese fast food enterprises in the fierce competition in the market to obtainthe core competitive advantage, they must maximize customer satisfaction and loyaltyto attract and retain customers. According to the characteristics of Chinese fast foodindustry, this paper Construct measurement and evaluation model of f the customersatisfaction and loyalty of the relationship based on structural equation model,andverifies the correlation hypothesis.First of all,the paper studied and reviewed the Customer Satisfaction andCustomer Loyalty connotation as well as the domestic and foreign various typicalcustomer satisfaction and loyalty evaluation model.Then,this paper summarizeed thekey factors of Chinese fast-food customer satisfaction and constructed the structuralequation model of Chinese fast-food customer satisfaction on the basis of AmericanCustomer Satisfaction Index Model．Finally, Basing on the model, this paper designeda Chinese fast food customer degree of satisfaction and the loyalty questionnaire andselected a Chinese fast food restaurant carrieed on the questionnaire. The survey datawere analyzed by descriptive statistics and scale reliability and validity analysis,through confirmatory factor analysis on the structural equation model are fitted andmodified, comparative analysis the competition model. Application of competitionmodel was validated by the Chinese fast food customer satisfaction and loyalty of thehypothesis, and then pointed out that the Chinese fast food restaurant enterprises toimprove customer satisfaction, to maintain customer loyalty should pay attention tothe problem.