Under The Perspective Of The Relationship Between Perceived Risk Quality Of The Influence Of Consumer Cross-buying Intention

The restaurant industry,the world’s oldest and most active,which closely linked withpeople’s lives is one of the fastest growing industries in China in recent years. Along witheconomic development and consumption patterns change, the food and beverage industry isalso undergoing constant change. An endless stream of new catering operation, a number oflarge-scale, integrated chain restaurant brands gradually occupy the dominant position of thefood and beverage market. KFC, McDonald’s, Pizza Hut and other fast food brands in variousforms to enter the Chinese market, China’s domestic brands such as Yonghe King, CSC arerising. Various local characteristics of snacks, restaurants and hotels along with socialprogress and development, interactive communication and prosperity of culture in the countryswept the increasingly fierce competition in China’s food and beverage industry. In this case,the the merchant market competition strategy gradually gradually shifted from market-sharegain consumers share.In the food and beverage consumption process, we often experience this phenomenon:the consumers consumption in a restaurant after one or a number of dishes and other dishes,snacks or staple consciously or unconsciously purchase. We like this behavior is known ascross-buying consumers. Cross-buying consumers to make food and beverage suppliers toincrease the revenue contribution from existing consumers, consumers cross-buying hasbecome a major source in the fight for the share of consumers. The company’s revenue growth,in many cases, existing customer cross-buying is a better option than acquiring newconsumers.From the the consumer psychological point of view to identify the drivers ofcross-buying and use it to target the right consumers, the effectiveness of cross-selling cangreatly improve. Cross-buying will lead to higher earnings, market share and consumer value.For this reason, the cross-buying continues to academia concern, more and more attention inthe customer relationship management research and its practice, which especially in the fieldof relationship marketing research.However, in recent years a series of commodity security exposure incident, it isgenerally to produce a security crisis, many consumers have no sense of security for thecurrent consumer environment. In this environment, consumers make a consumerdecision-making process, perception of risk relative to the perceived benefits become morecritical factors, consumer behavior has become more significant, to explain more powerful. Consumers to change, postpone or cancel the purchase decision-making, to a large extent bythe impact of the perceived risk. Due to differences in market environment, a higher riskperceived by the consumer at the time of purchase. Therefore effectively reduce the perceivedrisk of consumers to buy and promote consumer purchase behavior is crucial for enterprises.Scholars from the increase in consumer purchasing decisions result certainty and reducebuy the extent of the damage caused by two angles to examine the strategy to reduce the riskof consumer perception. However, in today’s increasingly important relationship marketing,corporate (especially in the service-oriented enterprises) also need to advance with the times,from relationship marketing in the consumer’s point of view to consider the issue of businessoperations. Some scholars have pointed out that a good relationship quality can reduce theuncertainty ahead of consumers to buy, this paper aims to China’s service as researchbackground, empirical research for the quality of the relationship between perceived risk toconsumers, in order for enterprises to reduce consumers perceive the risks and promoteconsumers to buy the proposed rationalization, diversification.First through the literature search and read clear relationship quality, consumers perceivethe risks and consumers cross-buying specific meaning, and to extract the dimensions theycontain. Questionnaire survey to collect first-hand data, the use of scientific statisticalmethods, each dimension of the quality of the relationship with consumers perceived risk,consumers cross-analysis of the relationship between the willingness to buy.The research ultimately derived through empirical analysis of the effect of the variousdimensions of the quality of the relationship between perceived risk to consumers, andconsumers perceived risk to consumers cross-purchase intention, confirmed by data whichelements in the relationship between the quality of consumer perceptionthe risk reduction ismore effective, the cross promoting consumer willingness to buy more obvious, enterprisemarketing management to provide some reference. Proposed and demonstrated therelationship between quality and consumer perceived risk for consumers cross-purchaseintention model, the conclusion of the study is not only theoretical guidance for China’s foodand beverage industry, research methods and process for the other service industries, and evenmanufacturing enterprise service improvements also be learned.