知味观餐饮企业顾客忠诚度影响因素研究毕业论文.docVIP

毕业论文 （20_ _届） 知味观餐饮企业顾客忠诚度影响因素研究 摘 要 据相关研究表明，餐饮业在拉动消费需求，构建和谐社会，增加税收，促进就业等方面发挥着重要的作用。但是随着中国改革开放和加入世界贸易组织后，餐饮业市场竞争变得日趋激烈。该如何提高市场占有率，吸引新老顾客便成了迫在眉睫的问题。由此可见，保持顾客的忠诚度己经成为企业营销活动中的基本准则，尤其是在顾客流失率高的餐饮业中，如何建立并维持顾客忠诚度对餐饮业来说就显得尤为重要。 在这种背景下，本文就餐饮业顾客忠诚度的问题进行了实证研究。首先介绍了研究的背景及意义，内容和方法，接下来简单介绍了顾客忠诚的相关理论，如：顾客忠诚的概念、分类及测量方法，在这些理论知识的基础上分析了顾客忠诚与顾客满意之间的关系和影响特色餐饮企业顾客忠诚度的因素。然后，以杭州市知味观餐饮企业的问卷调查结果为基础，对餐饮业顾客忠诚的影响因素进行实证研究，分析和研究知味观餐饮企业现有顾客的来源及其忠诚度，得到有价值的因素。最后，根据实证研究的结果，结合实际提出了建议。 关键词：餐饮业；顾客满意度；顾客忠诚度；影响因素 Abstract According to the relevant research shows that stimulating consumer demand in food and beverage industry, building a harmonious society, increase tax revenue, employment promotion, and played an important role. But as Chinas reform and opening up and joining the World Trade Organization, food and beverage industry has become increasingly fierce market competition. How to increase market share and attract new and old customers has become extremely urgent problem. Thus, to maintain customer loyalty has become the basic principles of marketing activities, especially in the catering industry with high churn, how to establish and maintain customer loyalty on the restaurant industry, it is particularly important. In this context, this restaurant loyalty to an empirical study on the issue.First introduced the background and significance, content and methods, followed by a brief introduction the theory of customer loyalty, such as: customer loyalty concepts, classification and measurement method, based on the theoretical knowledge of the customer loyalty and The relationship between customer satisfaction and impact of food and drink company loyalty factor. Then, Hangzhou Zhi Wei Guan Restaurant business survey results, based on the restaurant industry, the factors affecting customer loyalty empirical research, analysis and study of Zhi Wei Guan catering business from its existing customer loyalty, obtain valuable element .Finally, based on the results of empirical research, combined with pract