Research On Evaluation Of Customer Satisfaction Degree For Chinese Fast-food Based On Evidential Reasoning

At present, as the frequency of food-safety incidents and improvement ofpeople’s requirement for the food health and nutrition, the fast-food industry facesnew development opportunities. Through the monopoly stage gradually, Westernfast-food starts to go localization. By drawing on the business philosophy andmanagement ideas of Western fast-food, Chinese fast-food has been a rapiddevelopment, and appears some well-known companies, its can compete withWestern fast-food in some regional markets. Customer Satisfaction Degree is veryimportant for the fast-food industry. Improving it firstly requires to assess thecurrent customer satisfaction degree with objective and accurately, and clearadvantages and disadvantages of the enterprise. Taking into account themulti-property and uncertainties of it, the approach of Evidential Reasoning is usedto research in this paper.In the first place, the paper reviews the status of customer satisfaction degreeand its evaluation in both home and abroad, analyzes its problems and overviewsthe basic theory and practical application of Evidential Reasoning approach. Withthe theory related to the customer satisfaction, analyzes the characteristics ofChinese fast-food and influencing factors of it, has established an evaluation indexsystem of the Chinese fast-food customer satisfaction degree. Then, the evaluationmodel of customer satisfaction degree based on Evidential Reasoning is build:gives a method of frequency to determine the weight of underlying and middlelayer index, calculates the underlying degree of confidence through the customer’sevaluation for the underlying index data, and the ultimate satisfaction degree canbe calculated by using the algorithm of evidence fusion. Finally, this paper gives anexample of Chinese fast-food chain enterprise in A province as empirical analysis,designs the weight of satisfaction index and customer satisfaction questionnairesand carried out. By statistical processing of the surveyed data, the weight andunderlying degree of confidence can be calculated. Then, the proposed model isexamined by Intelligent Decision System based on Evidential Reasoning algorithm.The results of evaluation shows that the overall assessment of the enterprise is generally high, customer satisfaction mostly shown on corporate image, quality andtaste of the dishes and dining convenience; in comparison, the lower satisfaction ison dishes weight, staff service and waiting-time, which is consistent with the actualsituation of the Chinese fast-food chain enterprise, then, verifies the validity of theevaluation model.