浙江外婆家餐饮有限公司的顾客满意度分析----以南京市场为例.docxVIP

浙江外婆家餐饮有限公司的顾客满意度分析 ----以南京市场为例摘要随着经济的发展，人们消费观念与需求的改变，21世纪市场也变为了顾客主导的市场，顾客满意成为了21世纪的激烈的市场竞争中的焦点。在这个顾客主导的市场中，谁了解了顾客期望，保证了顾客的感知价值，掌握了顾客满意，获得了顾客忠诚，谁就在市场竞争中获得绝对优势，特别是与顾客有着高度接触的餐饮服务行业。本文以理论为先导，系统的概括了国内外学者对顾客满意度的研究成果。然后以浙江外婆家餐饮有限公司南京市场为例，深入探讨了顾客满意在实际运用中的一些问题。本文由以下五个部分组成：第一部分介绍了本文研究背景与顾客满意研究意义第二部分对顾客满意理论文献进行了回顾。内容包括：顾客满意定义，国内外关于顾客满意的研究和顾客满意在餐饮行业中的研究。第三部分分析了外婆家在南京市场的现状，并对其目标市场选择、市场定位、产品策略、价格策略进行了分析。第四部分阐述了外婆家顾客满意度分析。内容包括：问卷发放与实施过程、顾客满意度数据统计与分析、顾客忠诚分析等。 第五部分阐述了关于外婆家顾客满意度提升的对策。通过管理顾客期望、了解和满足顾客的潜在需求、为顾客提供更方便的服务和提升员工满意度等措施提升顾客满意度。 第六部分结论与展望，论文结论及对本次研究工作的进一步展望。本文通过对外婆家进行实证研究，对外婆家顾客满意度调查数据进行统计分析，针对外婆家实际管理需要，提出了提升顾客满意度的策略，同时也为同类餐饮企业提供了管理借鉴之道。关键字：外婆家 顾客满意度 对策AbstractWith the development of economy, the change of people’s consumption concept and demand, the market of 21st century is changing into the customer leading market, customers satisfaction has become the focus of competition in the market of the 21st century. In the leading market of customer, the one who understand customers’ expectations, ensure customers perceived value, master customers’ satisfaction, and obtain the customers loyalty, the one who win the absolute advantage in market competition, especially in the food service industry which highly contact with customers. Based on the theory as the guide, this paper summed up the research achievements of domestic and foreign scholars on customers satisfaction. Then, to Grandma’s House co., LTD., Zhejiang market in Nanjing as an example, i discussed the problems that customers satisfaction used in practical application in-depth. This paper consists of the following five parts:Part 1 introduced the research background and the meaning of the research of customers satisfaction.Part 2 reviewed the literature of customers satisfaction. The content includes: the definition of customers satisfaction, domestic and foreign research on customers satisfaction and customers satisfaction research in food service industry.Part 3 analyzed the present situation of Grandma’s House’s market