Analysis Of Real Kung Fu Fast-food’s Customer Satisfaction Influence Factor

As people life rhythm accelerate and the socialization of housework, this brings a huge development space to the Fast-food industry. One side, rapid development and intense competition has put higher requirements in the fast food industry management; on the other hand, the Chinese fast food industry separated from the traditional catering industry for a short time, a lot of operation modes have followed the traditional catering industry, and there also a lot pressure from the western fast food competition, there are so many difficult to adapt to the rapid development of enterprises requirements. How to introduce new management concept and management means, Has become a important subject for Chinese fast food enterprises achieve scale development process to face. Real Kung Fu fast food As a representative enterprise in the Chinese fast food in its development has become the focus of attention.In this paper, we use Real Kung Fu fast food as the research object, around from the domestic fast food industry development trend, Chinese fast food enterprises expand the contradiction that exists in the process, customer needs and development trend, elaborated the customer satisfaction management in promoting Real Kung Fu fast-food industry development necessity, function and meaning. Analysis of the impact of the fast food industry customer satisfaction the main factors, put forward on this foundation the fast food industry customer satisfaction model. Through the investigation on the factors of customer satisfaction and the relationship between the various factors, the relationship between the quantitative research, which is the basis of the hypothesis model. Finally, according to the customer satisfaction model, put forward a series of suitable Real Kung Fu fast-food management of customer satisfaction strategy. The investigation analysis to draw the following conclusion:1."customer satisfaction" and "customer expectations" in fast food consumption in no correlation. This result with the theory of customer satisfaction between appeared deviation. On this basis, this paper puts forward the "weak" expected "this concept and its perspectives:the weak desired consumer behavior, customer satisfaction depends on customer perceived performance rather than customer expectation and perceived performance comparison results. Customer satisfaction and customer expectations no correlation between.2.Fast food consumption behavior," customer satisfaction" depend on" perceived performance" and "perceived value", with the" perceived utility value","perceived spiritual values", and "customer loyalty" have significantly positive correlation.3.In fast food consumption satisfaction factors,"spirit" and "customer satisfaction" is related to the extent of not only significantly and was significantly higher than that of material" factors.4. Fast-food attributes of the6basic variables of perceived performance" and " customer satisfaction" there were significant correlation, which "quality" the greatest impact, the others were services, cleaning, environment, price, convenience.5.The most important attributes (clean), and not the most effective use of attributes (quality), and usually judge appeared difference.Through the above analysis, the article is true Real Kung Fu fast-food enterprises to update the concept, applying customer satisfaction management means to achieve its own development and expansion, has provided the theory basis, the starting point and basic thinking of operation.