The Research On Customers Satisfaction Of Small And Medium-Sized Chinese Fast Food Enterprises

Since the 21st century,with the concept of change,living standards improve gradually,the probability of entertaining guests outdoors,friends and eating is higher and higher.So,the fast food companies displayed more needs and business opportunities.Thus,the modern fast-food industry has expanded rapidly,and has become a very important part of the national economy.In China,the Chinese fast food dominate the fast food industry,where 78.9%of Chinese-style fast-food restaurants,21.1%are Western-style fast-food restaurant.Small and medium-sized Chinese fast-food restaurants in particular favored by customers.However,China's fast food industry started late,by the strong impact of foreign fast food,such as KFC and McDonald's and so on,fast-food companies increasingly fierce competition.Chinese fast food enterprises to survive and develop,must be committed to customer-centric,thus,small and medium-sized Chinese fast-food enterprises need to solve the problem of achieving customer satisfaction,building customer loyalty.It is imperative to study the customer satisfaction of medium and small Chinese fast-food enterprises,the study has a certain practical relevance andtheoretical value,will provide a solid theoretical basis for small and medium-sized Chinese fast-food enterprises to continuously improve customer satisfaction and loyalty,and then,the customer satisfaction theory and marketing theory on fast-food industry will be more abundant.This paper is based on the American customer satisfaction index model(ACSI),analysis and research step by step.Firstly,a review of customer satisfaction theory and literature,and an analysis of typical customer satisfaction model at home and abroad;Secondly,combined with the characteristics of small and medium-sized Chinese fast-food enterprises,put forward the relevant assumptions,and build the virtual model,and then,the author conducted a questionnaire survey on small and medium-sized Chinese fast-food enterprises,through the way of data analysis,analyzed the index of Chinese fast food enterprises of small and medium customer satisfaction;Thirdly,use the empirical research method of Ji sheng Ke restaurant.Use the method of questionnaire survey to collect the basic data in the beginning t,and then,use SPSS23.0 software for data reliability analysis,validity analysis,correlation analysis and regression analysis,thereby,test the assumptions and the model.And,on the basis of this,the key factors influencing the customer satisfaction of small and medium-sized Chinese fast-food enterprises were obtained.Finally,put forward the marketing strategy to improve the customer satisfaction of small and medium-sized Chinese fast-food enterprises.The marketing strategy including:improve customer expectations management,improve customer perception,create attractive quality,optimize the dining environment,predict accurately the development trend of fast food products and formulate a suitable standardized system.These will provide a reliable support for the future development of small and medium-sized Chinese fast-food enterprises.The adopted approach of improving small and medium enterprises catering customer satisfaction will be more effective.Research on the practical application of the model is the focus of the follow-up work.