麦当劳大兴店顾客满意度调查.doc

摘 要 麦当劳大兴店是麦当劳在大兴区开设的唯一一家连锁店，是以经营汉堡可乐为主的快餐店。自建店以来，秉承“以顾客为先，使顾客百分百满意”的服务宗旨，严格遵循服务四步曲，深受大兴区市民特别是25岁以下青少年的喜爱。但是随着市场竞争的日趋激烈，特别是肯德基在小白羊超市开设第二家分店以来，给麦当劳大兴店带来很大的挑战。再者，随着大兴区人民生活水平不断提高，人们不再仅仅满足于基本的生活需要，而是更注重个性化和人情味的产品和服务。顾客的兴趣和感受时时牵动着市场的走向。因此，麦当劳大兴店必须特别注意顾客需求的变化，及时与顾客沟通，以不断适应他们的需求，提高顾客的满意度，维系顾客。 本论文在问卷调查的基础上，对大兴麦当劳店顾客满意度现状进行了测评，然后提出改进的措施和建议。本论文结构分为四部分：第一部分介绍了本论文的研究背景、意义和内容框架。第二部分对顾客满意度的理论进行综述。第三部分对大兴店顾客满意度进行调查，从顾客期望、顾客对服务质量感知、顾客抱怨、顾客忠诚四个满意度指标体系出发，测评顾客满意度指数，统计并分析这些指标。第四部分对顾客满意度中存在的问题进行分析，并提出改进措施，旨在提升顾客满意度,赢得更多的顾客资源。 关键词：麦当劳大兴店，顾客满意度，顾客期望，顾客忠诚 Abstract The Daxing McDonald is only a chain store opened in Daxing District by McDonald, it is a fast food restaurant dealing in Hamburg and cola.The shop of Daxing insists the service aim that “make customer a priority and satisfied the customer 100%” since the shop set up, it follows four steps service strictly, and popular with Daxing citizens, especially in teenagers under the age of 25. But with fierce market competition, Especially KFC opened the second branch near the NO.8 Xiaobaiyang supermarket, it brings the great challenge to Daxing McDonald. Moreover with the improvement of Daxing people’s living standards, people no longer satisfied with the basic living needs, but pay more attention to personal and emotional products and service. The customers interest and feeling can affect the trend of the market all the time. Thus, Daxing McDonald must focus on the change of consumer demand, communicate with consumers in time, in order to meet consumers demand constantly and improve the customers satisfaction and maintain customers. This thesis has put forward the measurement and suggestion of Daxing McDonald to improve customer satisfaction on the basis of questionnaire investigation. There are four parts in the thesis. The first part introduce the paper’s background, the meaning and content frame in briefly. The second part summarizes the theory of the satisfaction. The third part invest the customer satisfaction of Daxing McD