餐饮企业顾客忠诚度的影响因素分析

餐饮企业顾客忠诚度的影响因素分析

摘要

随着居民收入水平的快速提高和生活观念的快速转变，餐饮消费变得非常繁荣，它能够拉动消费需求，它已经成为稳定增长的重要力量。然而，餐饮行业竞争的加剧，大大挤压了餐饮企业的利润率，随着其利润率不断下降，因此对市场份额的竞争餐饮企业数量集中（分享）逐渐转移到市场份额的质量（共享客户忠诚度）。因此，顾客忠诚及其影响因素的研究对于餐饮业来说是非常重要的。基于因子分析的使用和结构方程模型分析朝阳区北京市餐饮企业的顾客忠诚度的调查显示，了解北京市居民餐饮企业的忠诚度，并探讨其影响因素及改进，提出餐饮企业应注重产品质量和服务质量，强调客户满意度管理的加强特色，塑造良好的企业形象，增强客户的信任。提高餐饮企业转换成本，维护和提高顾客忠诚度。关键词：餐饮企业，顾客忠诚，结构方程模型

abstract

With the rapid increase in the income level of residents and the rapid change in the concept of life, food consumption has become very prosperous, it can stimulate consumer demand, it has become an important force for stable growth. However, the catering industry competition intensifies, the catering enterprises squeezed profit margins, with its declining profit margins, so the number of catering enterprises competition for market share (share) focus gradually shifted to the quality of market share (share customer loyalty). Therefore, the study of customer loyalty and its influencing factors is very important for the catering industry. A survey using factor analysis and structural equation model analysis of Chaoyang District Beijing City catering enterprises based on customer loyalty, understanding the residents of Beijing City catering enterprises loyalty, and explore the influencing factors and put forward improvement, catering enterprises should pay attention to product quality and service quality, emphasizing characteristics customer satisfaction management, create a good corporate image, enhance customer trust. Improve the cost of food and beverage enterprises, maintain and improve customer loyalty.

Key words: catering enterprises, customer loyalty, structural equation model

目录

摘要 ......................................................................................................................................... - 1 - 目录 ......................................................................................................................................... - 2 - 1 绪论 ..................................................................................................................................... - 3 -

1.1 选题背景 ...................................................................................................................... - 3 -

1.2 研究目的 ...................................................................................................................... - 3 - 2研究方案设计 ...................................................................................................................... - 3 -

2.1 问卷设计 ...................................................................................................................... - 3 -

3 数据分析 ............................................................................................................................. -

4 -

3.1 样本结构分析............................................................................................................... - 4 -

3.2效度检验 ....................................................................................................................... - 5 -

3.2信度检验 ............................................................................................ 错误!未定义书签。

4 结构方程模型的建立.......................................................................................................... - 7 -

4.1 结构方程模型的初步建立........................................................................................... - 7 -

4.2模型的修正 ................................................................................................................... - 9 -

4.3模型结果讨论与分析.................................................................................................. - 10 - 5提高餐饮企业顾客忠诚度的应用策略............................................................................ - 10 -

5.1 针对顾客满意的经营策略......................................................................................... - 10 -

5.2 针对关系信任的经营策略................................................................ 错误!未定义书签。

5.3 针对转换成本的经营策略................................................................ 错误!未定义书签。参考文献 ................................................................................................................................. - 13 - 附录《餐饮企业顾客忠诚度问卷》.................................................................................. - 14 -