Research On Evaluation System Of Customer Satisfaction For Chinese Fast Food Chain

At the end of twentieth Century, with the improvement of living standards, theaccelerating pace of life, modern Chinese fast food industry such as bamboo shoots after aspring rain high-speed development, even as an important force become prosperouscatering market in china. But most of the Chinese fast food industry often imitates westernfast food in the process of its’ growth, so there are some problems in the process of its’development, such as not formed its own unique management style, has been in a "strongproducts, weak brand" situation, the lack of the awareness of service, makes the Chinesefast food industry encounter a bottleneck in the process of its’ development. Facing themacro protean environment and the pressure of competition form Western fast food, itneed to introduce new management means and management ideas, development ofsystem and implementation of innovative strategies, customer satisfaction managementis an attractive and competitive marketing method.In this thesis, the theory as the forerunner, Fully summarizes the overview of domesticand foreign research results about the aspect of customer satisfaction, and summarizes therelated research of Chinese fast food chain. Based on summarizing the factors affectingcustomer satisfaction research, combined with literature research and expert opinions, putforward the basic framework of the index system customer satisfaction about Chinese fastfood chain. The basic framework select image, food characteristics, service quality, diningenvironment and convenient this five level indicators, synthetically overview of the20secondary indicators, and use AHP and fuzzy comprehensive evaluation method toconduct a comprehensive assessment of it. This thesis selects well-known Chinese fastfood chain enterprises-Kung Fu as a test sample questionnaire,200questionnaires weredistributed,188valid questionnaires were recovered, use the crown of Bajaa (Cronbach ’s a) reliability coefficient method to do the reliability analysis of thequestionnaire. When testing the evaluation index system and the feasibility of the evaluation methods, to find the problems and the gap in the aspect of customersatisfaction for Chinese fast food chain from the evaluation results, including corporateimage, service quality, food, environment and convenient this five aspects. and put forwardthe corresponding countermeasures and suggestions aimed at the five aspects problems andthe gap.