Relationship Between Consumer Satisfaction And Loyalty In Catering Group-buying

With the development of science and Internet technology, people show great interest in convenient and affordable way of assumption. Recently, all has become a reality, especially the group-buying which grabs people’s attention by its advantage of lower price. Now, the competition in group-buying market becomes more and more intense, particularly in catering industry. Businessman who wants to obtain more benefits and become the winner in this market need to get the core competence, which is enhancing customer satisfaction and loyalty, to keep a constant customer traffic as other industries. Therefore, finding out factors in customer satisfaction and loyalty and studying their relationship are very important and worth researching on.Based on the theoretical and empirical research, the index system affecting customer satisfaction and loyalty of group-buying in catering is analyzed and validated. At the beginning, literature research is adopted, which has studied on theories and models of customer satisfaction and loyalty in China and other countries, and has summed up the factors that affect satisfaction and loyalty of group-buying in catering by referring to the characteristics of group-buying itself, including: value awareness, quality awareness, environmental awareness and service awareness. Then, a satisfaction—loyalty model in catering is put forward. Based on the model proposed above, the data about satisfaction and loyalty of customer is collected by questionnaire. Finally, this paper utilizes the structural equation to analyze data to test the conceptual model proposed. The main results show that all of the four factors have a significant influence on satisfaction, especially quality awareness, and only quality awareness has direct effect on customer loyalty, other factors affected it by customer satisfaction indirectly.In addition, previous studies have shown that there is a significant relationship between customer satisfaction and customer loyalty and it changes with various factors. So, different strategies should be made to fit different relationships. Therefore, customers are clustered according to the relationship between satisfaction and loyalty in this research. Finally, we get 3 classes: low–satisfaction and low-loyalty, highsatisfaction and low-loyalty, and high–satisfaction and high-loyalty. Based on the above results, this study discusses characteristics of customers and factors which have significant impact on satisfaction and loyalty in different situations, and get regression equations for satisfaction and loyalty.In the end of this paper, several suggestions on management for businessmen are put forward, including customer market segment, weaknesses overcoming, optimizing management system of group-buying and so on.