Research On Customer Word-of-mouth Communication Model For Fast-food Stores Based On SEM

At present，the fast food has been faced new chance and challenge with thehigher requirements of the food safety and nutrition health etc. The urgent problemto be solved is how to promote their influence and possess more customers with themost economic and effective methods. The convenient fast food has become thefirst choice for white-collar workers and people who get out; customer word-of-mouthcommunication has the great influence on it. This paper studies the customerword-of-mouth communication through Structure Equation Model (SEM).Firstly, this paper summarizes the status research and existing problems ofWord-of-mouth, Word-of-mouth Communication and SEM etc, and then gives anoutline of related theory of the customer perceived quality, perceived value, satisfaction,loyalty and word-of-mouth communication. Secondly, model structure and relatedassumptions with the latent variables of the customer perceived quality, perceived value,satisfaction, loyalty and word-of-mouth communication are built based on the literatureanalysis and the actual investigation. Thirdly, the second level indicators and the third levelobservation points are built for latent variables in order to make the analysis more specificand suitable for the actual problem. Specific second level indicators are as follows: product,service and dining environment; functional value, emotional value and social value; overallsatisfaction, desired compared satisfaction and ideal compared satisfaction; attitude loyaltyand behavior loyalty; desire and mode of diffusion. Lastly, this paper gets empirical datathrough the questionnaire survey in a typical local fast food chain store of A province;analyzes the model through the AMOS software with the result of causal relationship andstrength among the latent variables of the model, latent variable and its correspondingcausal relationships among the observed variables; verifies the validity of the model by thereal situation of this local fast-food chain restaurants. The results of this study can be usedas the important basis for the enterprise marketing and planning, can also become decisionsfor customer relationship management.