连锁餐饮企业顾客满意度研究—以广州市点都德为例.docVIP

PAGE PAGE 21 PAGE PAGE 1 连锁餐饮企业顾客满意度研究—以广州市点都德为例 摘 要: 餐饮行业对社会经济发展的贡献不容小觑，连锁餐饮作为其中重要成员对其研究同样不可忽视。然而，据调查发现餐饮企业所提供的产品和服务与人们的消费需求不相匹配。在餐饮行业竞争激烈的情况下，连锁餐饮企业更加需要重视顾客满意度。这对其改善自身的产品和服务质量，扩大竞争优势具有重要意义。 本文是以广州市点都德为研究对象，首先简要阐述国内外学者在顾客满意度方面的研究成果与理论，然后在欧洲顾客满意度模型(ECSI)的基础上构建满意度评价指标并设计问卷，最终对调查结果进行分析，得出点都德在顾客满意度方面存在以下问题，分别是对顾客满意度的重视不足；在服务管理上存在问题；对顾客的感知价值缺乏认知和重视。然后分析其问题的成因，主要有以下几点，企业管理层缺乏对顾客满意度的重视；管理培训不到位，补救机制不健全；顾客关系管理滞后。最后提出相应的解决措施，包括加强顾客满意度的意识；完善服务管理体系，改善服务质量；建立顾客信息管理系统。 本文的研究结论有助于改善点都德的顾客满意度现状，帮助其更好的传承和发扬广府早茶文化，同时对于其他连锁餐饮企业有一定的借鉴意义。 关键词：顾客满意度 连锁经营 餐饮业 点都德 Research on Customer Satisfaction of Diandoude in Guangzhou Abstract:The contribution of catering industry to social and economic development should not be underestimated. As an important member, the study of chain catering industry should not be ignored. However, according to the survey found that products and services provided by the catering enterprises and peoples consumption demand does not match. In the case of fierce competition in the catering industry, chain catering enterprises need to pay more attention to customer satisfaction. This is of great significance for chain catering enterprises to improve their product and service quality and expand their competitive advantages. This paper takes Guangzhou Diandoude as the research object. Firstly, the research results and theories of domestic and foreign scholars on customer satisfaction are briefly elaborated. Then, the satisfaction evaluation index is constructed on the basis of the European customer satisfaction model (ECSI),then design the questionnaire according to the indicators. Finally. The survey results were analyzed and the following problems were found in the customer satisfaction of Diandoude, such as the low importance attached to customer satisfaction; Problems in service management; Lack of recognition and attention to customers perceived value. Then analyze the causes of the problems, the main points are as follows：first, the enterprise