Customer Satisfaction Model Building And Empirical Research Of Small And Medium Sized Catering Enterprises

With the improvement of living standard and the speeding up of life rhythm, thechance of people choose to eat out, to meeting,and to entertain guests has more and morehigh, this brings to the small and medium-sized catering more needs and businessopportunities. To achieve customer satisfaction, to ensure customer retention, and buildcustomer loyalty is the major problem facing the small and medium sized cateringenterprises. Well done, companies are served, do not good, companies are failure. Researchof small and medium-sized catering enterprises customer satisfaction is imperative, Thiswill provide theory support for the small and medium-sized enterprises to build customersatisfaction, customer retention and customer loyalty, and abundant customer satisfactionand marketing theory for catering industry. Have certain value of reality and theory.In view of this, The study is on the basis of the American customer satisfaction index(ACSI) model, First, this paper analyzed the domestic and international various kinds oftypical customer satisfaction model; Secondly, combines the actual conditionscharacteristics of the small and medium-sized restaurant industry of our country, targeted tobuild small and medium-sized restaurant industry customer satisfaction index system andevaluation model, and accordingly put forward corresponding relationship; Again, theauthor in order to the small and medium-sized catering enterprises of Shijiazhuang as anexample for the empirical study, through the questionnaire survey to obtain relevant data.And using SPSSl9.0for data reliability analysis, factor analysis, correlation analysis andregression analysis, in order to validate assumptions and the establishment of the model.Thereby well-founded concluded the small and medium-sized restaurant industry keyinfluence factors of customer satisfaction; In the end, puts forward the marketing strategyof small and medium-sized restaurant industry customer satisfaction. Include: effectivelymanage customer expectations; Build characteristic food to ensure product quality; Improvethe cleaning standards, optimize the dining environment; Strengthen the internal marketing,improve service quality, etc. To provide reliable theoretical support for the development ofsmall and medium sized catering enterprises In future. The innovation of this study are asfollows:(1) By adopting the combination of model building and empirical analysis researchmethods, so has more targeted;(2)"Perceived quality" in the model evaluation index subdivided into three categories to study, respectively is: aware of food quality,environmental quality, and perceived service quality. So that they can estimate the smalland medium-sized restaurant industry customer degree of satisfaction more accurate.Follow-up studies will be addresses the practical application of the model.