本文選題：滿意因素 + 顧客滿意模型　； 參考：《西南大學》2013年碩士論文

【摘要】：社會經(jīng)濟的快速發(fā)展,人們生存的競爭日益加大,“時間”成為最重要的資源之一,人們的生活方式也隨之轉(zhuǎn)變�？觳驼眠m應這種新的變化,成為人們就餐過程中越來越重要的選擇。面對這重要的時代機遇,中式快餐應運而生,并且發(fā)展迅速,同時也出現(xiàn)了諸多問題： 一方面無法避免快餐行業(yè)的根本性矛盾,另一方而還要面對西方快餐業(yè)巨頭的競爭壓力。傳統(tǒng)的經(jīng)營模式、營銷戰(zhàn)略難以解決這些問題,引入新的管理理念,新的管理模式成為克服上述問題的重要途徑。 顧客滿意理論適應新的管理需求,越來越廣泛應用于各個行業(yè)。本文主要圍繞中式快餐行業(yè)發(fā)展過程中出現(xiàn)的問題,闡述了顧客滿意理論對于中式快餐行業(yè)發(fā)展的必要性、作用和意義。分析了影響國內(nèi)快餐業(yè)顧客滿意的各因素,在各國顧客滿意模型的基礎上,提出了中式快餐顧客滿意假設模型。通過對“鄉(xiāng)村基”的實地走訪和問卷調(diào)查,對得到的數(shù)據(jù)進行定量研究,并對原假設模型進行檢驗和修正。最后,根據(jù)研究結(jié)論,提出了中式快餐行業(yè)的營銷建議和發(fā)展策略。 本次調(diào)查分析的主要結(jié)論有： 1顧客預期與假設模型的其他因素之間幾乎不存在相關(guān)性。各變量預期值與感知價值之間也不存在相關(guān)性。顧客預期與顧客滿意其他因素之間一般來講是呈負相關(guān)的,但這里出現(xiàn)了背離,本次研究出現(xiàn)的這種差異,我想主要有兩個原因：一是,在鄉(xiāng)村基問卷調(diào)查中,絕大部分為熟客,鄉(xiāng)村基在重慶的發(fā)展已經(jīng)比較成熟,消費者已經(jīng)有一種比較深刻的先入為主的印象,對它的產(chǎn)品和服務已經(jīng)比較了解了,所以預期對其消費的影響比較小。二是,快餐屬于人們?nèi)粘Ｉ钪斜容^簡單的消費,顧客在做出消費決定之前不會花太多時間、精力去考慮是否消費或是對這種消費有一種特別的期望,它的預期是比較淺顯的,對顧客滿意的影響較小 2各變量的感知與感知價值之間呈正相關(guān)。在消費過程中顧客對產(chǎn)品和服務的價值判斷主要來自于自身物質(zhì)性或精神性的消費體驗,而不是顧客預期。 3顧客滿意與實用性感知價值、精神性感知價值的相關(guān)系數(shù)分別為0.421和0.584,呈正相關(guān)關(guān)系。并且精神性感知價值與顧客滿意相關(guān)性更強,這說明消費者在短暫的快餐消費中與“物質(zhì)性”因素相比,更加注重“精神性”因素�！熬裥浴币蛩氐母倪M會帶給顧客更強的愉悅感和更高的滿意度。 4顧客忠誠與顧客滿意、實用性感知價值、精神性感知價值之間呈正相關(guān)�？觳拖M過程中的消費體驗和滿意程度都直接影響到顧客的忠誠度。其中,“精神性”因素相比“實用性”因素影響更大,“精神性”因素的提高更讓顧客有更高的忠誠度。 5在中式快餐六個變量重要性評價中,評分由高到低依次為清潔、服務、質(zhì)量、環(huán)境、價量和便捷,六個變量與顧客滿意相關(guān)性由高到低依次為質(zhì)量、服務、清潔、環(huán)境、價量和便捷。說明快餐的這幾個基本變量中,人們最看重的是餐廳的清潔和食品的衛(wèi)生,一方面,可能由于目前網(wǎng)絡、電視新聞等頻繁曝出餐飲行業(yè)的衛(wèi)生問題,導致餐廳的清潔衛(wèi)生形象在人們心目中欠佳；另一方面,人們在就餐過程中始終將健康放在第一位。 在顧客滿意方面,“質(zhì)量”的影響是最大的,盡管顧客最看重的是“清潔衛(wèi)生”,但它卻不能對顧客產(chǎn)生最強的滿意度�！百|(zhì)量”即產(chǎn)品的色、香、味、行等,對顧客滿意的影響是最大的。這說明,在快餐中核心產(chǎn)品應該是食物本身,畢竟人們消費是解決吃的問題,好的口味、形狀是顧客最終的追求,清潔衛(wèi)生、服務等因素固然重要,但卻不是最滿意的因素。歸根究底,中式快餐產(chǎn)品本身質(zhì)量的提高才能最大限度的提高顧客的滿意度。
[Abstract]:With the rapid development of social economy and the increasing competition of people's survival, "time" has become one of the most important resources, and the lifestyle of people has also changed. Fast food is just adapted to this new change and becomes more and more important in the process of eating. At the same time, there are many problems:
On the one hand, the fundamental contradiction of the fast food industry can not be avoided. The other side is facing the competition pressure of the western fast food tycoons. The traditional management mode, the marketing strategy is difficult to solve these problems, and the new management concept is introduced, and the new management model has become the important way to overcome the above problems.
The theory of customer satisfaction is adapted to the new management needs and is more and more widely used in various industries. This paper, focusing on the problems arising in the development of Chinese fast food industry, expounds the necessity, role and significance of customer satisfaction theory to the development of Chinese fast food industry. On the basis of customer satisfaction model, we put forward the hypothesis model of customer satisfaction of Chinese fast food. Through the field visit and questionnaire survey on "rural base", the obtained data are studied quantitatively, and the original hypothesis model is tested and corrected. Finally, according to the research conclusions, the marketing suggestions and development strategies of Chinese fast food industry are put forward.
The main conclusions of this survey are as follows:
There is almost no correlation between 1 customer expectations and other factors of the hypothesis model. There is no correlation between the expected value and perceived value of the variables. There is a negative correlation between the customer expectation and the other factors of customer satisfaction, but there is a deviation here. This difference, I think, is mainly for two reasons. First, in the rural base questionnaire survey, the vast majority of the visitors, the development of rural base in Chongqing has been more mature, the consumer has a more profound first impression, the products and services have been better understood, so it is expected to have a small impact on its consumption. Two, fast food belongs to people's daily life ratio. More simple consumption, customers will not spend too much time before making a consumer decision, to think about whether or not to consume or to have a special expectation of this consumption. It is expected to be relatively shallow and has less impact on customer satisfaction.
2 the perceived value of each variable has a positive correlation with perceived value. In the process of consumption, the value judgment of the customer's product and service mainly comes from the personal or spiritual consumption experience, not the customer expectation.
3 the value of customer satisfaction and practical sensuality, the correlation coefficient of psychic awareness value is 0.421 and 0.584 respectively, and there is a positive correlation between the mental sexuality value and the customer satisfaction. This shows that the consumer is more "psychogenic" than "materiality" factors in short fast food consumption. The improvement of factors will give customers more pleasure and higher satisfaction.
4 customer loyalty and customer satisfaction, practical sensual value and spiritual awareness value are positive correlation. The consumption experience and satisfaction of fast food consumption directly affect customer loyalty. Among them, "spiritual" factors have greater influence than "practical" factors, and the improvement of "spiritual" factors makes customers higher. Loyalty.
5 in the evaluation of the importance of six variables in Chinese fast food, the grade from high to low is clean, service, quality, environment, price and convenience. The correlation between the six variables and customer satisfaction is in turn from high to low to quality, service, cleanliness, environment, price and convenience. Food hygiene, on the one hand, may be due to the current network, television news and other frequent exposure of the food and beverage industry health problems, leading to the restaurant's clean and sanitary image is not good in the minds of people, on the other hand, people always put health in the first place in the process of eating.
"Quality" has the greatest impact on customer satisfaction. Although the most important thing is "clean health", it does not produce the strongest satisfaction to customers. "Quality" is the color, aroma, taste, and so on, which has the greatest impact on customer satisfaction. This indicates that the core product in the fast food should be the food itself, after all, people Consumption is to solve the problem of eating, good taste, shape is the ultimate pursuit of customers, clean health, service and other factors are important, but not the most satisfactory factor. In the end, the improvement of the quality of Chinese fast food products to the maximum to improve customer satisfaction.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

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本文編號：2025207