An Empirical Study Of The Restaurant Chain Customers' Loyalty Influencing Factors Based On The WIFI Marketing

With the rapid development of economy, the income scale of catering industry is also expanding. As an important form, chain catering industry has made tremendous contributions to the rapid development of the restaurant industry. At the same time, in the era of the prevalence of the Internet today, the development of restaurant chain is also advancing with the times. Especially in recent years, with the popularity of WIFI network marketing, catering chain enterprises have encountered new opportunities and challenges. In view of this, this research is mainly based on the WIFI hotspot of the restaurant chain to do a questionnaire survey to study the WIFI hotspot network settings to enhance the impact of corporate customer loyalty, and through statistical analysis of empirical methods to measure the impact of what factors. Finally we want to offer suggestions for the development of restaurant chain.This paper is divided into six chapters. The first chapter mainly introduces the research background, significance, ideas, methods, innovations, shortcomings and research status in related fields at home and abroad. The second chapter mainly introduces the theory of the customer loyalty of the restaurant chain under the WIFI marketing environment. The third chapter mainly introduces the study of variables selection, theoretical assumptions, research models, pre-survey results analysis and data acquisition. The fourth chapter mainly analyzes the factors influencing the customer loyalty of the restaurant chain, and analyzes the data of the formal questionnaire by the methods of reliability analysis, validity analysis and regression analysis. In the fifth chapter, we put forward to the countermeasures and suggestions to enhance customer loyalty in the WIFI business environment. The sixth chapter mainly summarizes the conclusions of the whole paper and prospects the research results.In the course of this study, we come to the conclusions in the following:First, the brand image value, the customers'perceived value and the customers'satisfaction are the main factors of the restaurant chain customer loyalty in the WIFI environment. At the same time, the brand image of restaurant chains has the greatest influence on customer loyalty, the second is customer perceived value, and the last is customer satisfaction.Second, in WIFI marketing environment, if we want to enhance the restaurant chain customer loyalty, we can make an effort from the following aspects:we can construct good brands to increase customers' awareness. Meanwhile, we also want to enhance the customer's perceived value to increase the customers'loyalty. In addition, it is essential to improve service quality to enhance customer satisfaction. Finally, we must strengthen enterprise WIFI website construction to strengthen customer loyalty management.