知味观餐饮企业顾客忠诚度影响因素研究毕业论文（可编辑）.doc

知味观餐饮企业顾客忠诚度影响因素研究毕业论文 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 China's 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 practical recommendations Keywords: Catering;customer loyalty;customer satisfaction;factors Catering 目 录 1 绪论 1 1.1 研究背景及意义 1 1.1.1 研究背景 1 1.1.2 研究意义 1 1.2 研究内容和方法 2 1.2.1研究内容 2 1.2.2 研究方法 3 2 餐饮业顾客忠诚度的相关理论 4 2.1 顾客忠诚的概念 4 2.1.1 顾客忠诚的定义、分类 4 2.1.2 顾客忠诚的测量方法 5 2.2 顾客满意度与顾客忠诚度的关系 6 2.3 影响餐饮企业顾客忠诚度的因素 7 3 知味观餐饮企业顾客忠诚度的实证研究 9 3.1 知味观餐饮企业的发展状况 9 3.2 知味观餐饮企业顾客忠诚度调查问卷设计 9 3.2.1 问卷设计原则 10 3.2.2 量表设计 10 3.2.3 研究对象与抽样方式 10 3.2.4 数据分析方法 10 4 数据分