真功夫顾客忠诚度提升策略研究.docxVIP

PAGE I PAGE III PAGE II 真功夫顾客忠诚度提升策略研究 摘 要 随着经济的快速发展，生活节奏变快，人们对快餐的需求增大，快餐业发展迅速，国内中西式快餐品牌增多，国内中西式快餐品牌竞争激烈，消费者面临着越来越多的选择和诱惑，随时可能转变品牌。服务型企业要继续生存和发展，要在竞争中取胜，需要不断地提升顾客忠诚度。如何提升顾客忠诚度、增强企业的竞争力，这些一直是企业界和学术界关注的议题。Jill Griffin提出了顾客忠诚度的四种类型。本文从顾客忠诚度的影响因素——品牌、产品、价格和服务入手，进行问卷调查，对调查的结果进行研究和分析，以提升真功夫顾客忠诚度，为真功夫餐饮有限公司的发展提供借鉴和指导的意义。 本文在顾客忠诚度理论的基础上，通过问卷调查的方法调查顾客对真功夫的品牌、产品质量、价格和服务的忠诚度，然后进行案例分析，分析真功夫顾客忠诚度的现状，最后根据真功夫顾客忠诚度研究和分析的结果提出提升顾客忠诚度的策略。通过调查和研究，发现真功夫拥有一定的顾客忠诚度，但是真功夫的顾客忠诚度仍存在知名度有待提高；食品质量和安全存在问题；产品价格较高；标准化生产，产品品质有待改善；员工素质较低，服务态度较差的问题。针对真功夫存在的问题，提出了塑造品牌文化，打造优质品牌；提高产品品质，保障食品安全；适当降低价格，制定合理的促销优惠政策和提升员工素质，提高服务质量的建议。 关键词：顾客忠诚度；品牌；价格；产品；服务  Research on the Strategy of Improving Customer Loyalty in Kungfu Abstract In the wake of the rapid development of economy and the quick tempo of life, people’s requirement for fast food is growing, fast food industry is developing rapidly, Chinese fast food restaurants and Western fast food restaurants in China are increasing, and they are competing fiercely. Consumers are facing more and more choices and temptations, and they may change their brands at any time. Customer loyalty needs to be continuously promoted by the service-oriented companies for surviving, developing and winning in the competition. How to improve customer loyalty and enhance the competitiveness of enterprises has always been the focus of business and academic circles. Jill Griffin puts forward four types of customer loyalty. Starting with the influencing factors of customer loyalty - brand, product, price and service, this paper conducts a questionnaire survey. Then we study and analyze its results in order to improve the customer loyalty of Kungfu, provide reference and give guidance for the development of Kungfu. Based on the theory of customer loyalty, this paper investigates the loyalty of customers to the brand, product quality, price and service of Kungfu by the way of questionnaires, and then undertakes an analysis of the current situation of customer loyalty of Kungf