Study Of Corporate Reputation Of Catering Industry In Jiangxiprovince Based On Structural Equation Model

Catering revenue of national wide in 2015 is 323.1 billion yuan, which increases 11.7percent comparing 2014. Catering industry get to a new stage as the revenue break through 3000 billion yuan. In the nation wide, the catering in Jiangxi Province develops relatively weak, so it is essential to study its enterprise reputation to accelerate the further development of catering in Jiangxi. Owning good reputation is the prerequisite to develop to brands catering and century catering, as it is widely known that the reputation of a company is its signboard and facade. In this paper, indicator system of corporate reputation is studied, which is applied to establish evaluation model on the enterprise reputation of catering industry. The catering in Jiangxi Province or national could achieve further development according to fair and objective assessment on the catering enterprise, so as to accurately grasp the industry’s current status and existing problem, and take measures in advance to promote it developing healthily and orderly.This paper summarized the evaluation contents contemporary scholars made on the enterprise reputation. In the light of catering industry formats and development trends,corporate-reputation indicator system of catering industry in Jiangxi Province in defined with three class indicators, which consist of 7 first class indicators, 11 second class indicators, and 54 third class indicators. With this, a set of indicators on corporate reputation of catering industry has been established, according to which design questionnaire to survey.By the means of questionnaire, the factors’ impacts are drawn on corporate reputation of catering industry in Jiangxi, and Structural Equation Model(SEM) is established. Through a series test of goodness of fit, and the Structural Equation Model corrected step by step, each factor’s path coefficient weights are calculated. Combining the idea of quantitative and qualitative analysis, score sheet of corporate reputation evaluation indicators of catering industry is made. Based this, corporate-reputation evaluation model of catering industry is established,which can be used to make comprehensive evaluation on the catering’s reputation to study the influence of catering enterprise with great convenience.