A Study On State Forecast Of Customer Loyalty In Food And Beverage Industry

With the development of national economy, the inhabitant income level has rapidly enhanced, the dining expense has highly increased, the turnover has preserved a strong growth and the entire dining market has flourished. However, it is undeniable that the opportunities and challenges coexist, the profits and the risks go along with each other, the traditional restaurants and the individual dining enterprises spar with one another, the national companies and the external enterprises crosscut, the fast-food dining and the salesroom dining struggle, which represents new scenery. In the intensively competitive market, the key for dining enterprises to survive is no longer one-sided pursuing the quantity of market share, but is the quality of it—the share of loyal customers. Therefore, the evaluation of enterprises' customer loyalty, the thoroughly analysis of the reason why customers are getting drained, the improvement of the customer loyalty are all of great importance. At the same time, the food and beverage industry as a service industry, investigating on this area can also provide certain referential functions to other service industries.Based on the reviews of the domestic and foreign researches of customer loyalty theory, this thesis is to establish an appraisal model to evaluate the customer loyalty of dining enterprises, to discover the key influential factors among the lost customers and the retained customers, through the contrast analysis, to find out the aspects which are supposed to be further improved, to make full use of the limited resources and thus to enhance the enterprises' customer loyalty, realizing enterprises' sustainable development.In this research, four enterprises have been selected, with the questionnaire survey, a suitable mathematical model has been carried out to investigate the enterprises' customer loyalty, and the SPSS11.5 statistics software has been used to analyze the research data. In this study, research technique includes the reference method, the empirical method, the questionnaire survey, the statistical method and the contrast analytic method.Through the investigation, the main research results are as follows: (1)establishing a mathematical model and carrying out the empirical analysis to evaluate the customer loyalty of the food and beverage industry;(2)figuring out the most significant attributes factors which determine the customer loyalty;(3)finding out the different factors affecting the customer loyalty between the lost group and remaining group;(4)regarding of the key influential factors, proposing some feasible strategies and several applicable and specific measurements to improve the customer loyalty in the food and beverage industry.