Study On The Customer Satisfaction Of Large Catering Enterprise

"Food is necessary for people", the restaurant industry develops faster than other industry in the development progress and the growth, also is one of the major highlights. However, the overall level of development and the concept of service marketing management of catering enterprises can not meet the requirements of market competition. With the increasingly fierce global competition, restaurant enterprises face unprecedented pressure, and thus customer satisfaction studies become the focus of theorists and business concern. In view of this, study the customer satisfaction of large-scale catering industry, and build its customer satisfaction index model and evaluation system has very important significance for large catering enterprises to improve service quality and enhance market competitiveness.This article takes the Guangmingyugang restaurant of Shijiazhuang as an example. Drawing upon the results of previous studies, First of all, the article uses the document,summaries and reviews the results related to customer satisfaction at home and abroad; secondly, it uses analytic hierarchy process, combining the big catering enterprises characteristics and builds large-scale catering business indicators and customer satisfaction measurement model; Again, it selects five stores of Guangmingyugang restaurants for a questionnaire survey, and uses statistical software SPSS17.0 for questionnaire survey data are reliability analysis, factor analysis, correlation analysis and regression analysis, which summarizes the key factors affecting the customer satisfaction of Guangmingyugang restaurant; Then it expounds the measures and recommendations to enhance the customer satisfaction of Guangmingyugang restaurant, the results of research implementation will help enhance its market competitiveness, but also for the sustainable development of other similar large-scale catering enterprises to explore the idea of having a high reference value; Finally, the article puts forward the promotion strategies of large-scale catering business, including: improves customer perception of product quality; focus on the customer’s shopping experience; emotional marketing; to strengthen the value of customer relationship management.The innovations of the article are:(1) The research point of view, based in Shijiazhuang City, the Guangmingyugang restaurants. From a specific point of view to study the effects of large catering business customer satisfaction factors, the actual existence of the business problems, it has proposed advice and strategy to increase the customer satisfaction of the large catering business as the actual existence problems of the business, such research is still blank in Shijiazhuang;(2)In the research methods, the article uses these methods field interviews, case studies and data analysis, combining with the characteristics and development status of large-scale catering industry, it builds large catering business customer satisfaction model and analyzes an example, so the article becomes a certain thesis empirical and scientific.