A Study On The Relationship Between Customer Satisfaction And Loyalty Of Restaurant

The definition of customer satisfaction and customer loyalty has been the focus of theoretical research. At present, there is much research on customer satisfaction and loyalty of tangible products, but little research on customer satisfaction and loyalty of intangible products and the relationship between the two in China. The restaurant industry ,which provids tangible products and intangible products, restaurants market competition is becoming increasingly fierce. It is necessary to strengthen the study on customer satisfaction and customer loyalty in the restaurants market. The purpose of this study is to evaluate customer satisfaction and customer loyalty and the relationship between customer satisfaction and customer loyalty based on the related theory. It is generally believed that the upgrading customer satisfaction directly led to the improved customer loyalty. The fact is that customers with high satisfaction are not necessarily loyal, but dissatisfied customers are often loyal customers. This thesis proposed new points of view on the paradox. Meanwhile, the empirical research were aslo conducted.Both theoretical and empirical methods were used in the research. Meanwhile, 1,000 valid questionnaires were collected in the four restaruants. Restaruant customer satisfaction and loyalty estimation model had been formulated by analysing main factors of customer satisfaction. I calculated the restaruant customer satisfaction and customer loyalty, and then found out the relationship between customer satisfaction and customer loyalty. A fuzzy comprehensive evaluation method was used in the calculation of customer loyalty. In addition, the author made use of cross-tabs analysis to analyze loyal behavior of customers with different satisfaction,which further revealed the relationship between customer satisfaction and loyalty in the restaruant industry. The author used statistical software SPSS12.0 to make correlation analysis , by which we found the deep relationship between cognition loyalty, emotion loyalty, intention loyalty and behavior loyalty and main factors of customer satisfaction. Method of market segmentation was used in making marketing strategy to enhance customer satisfaction and loyalty, which would be more specific and workable.The measurement model of customer satisfaction and loyalty in the research is simple, practical and convenient,which can help to control the current state of customer satisfaction and loyalty and lead to right direction for future work. The thesis proposed a series of targeted marketing strategies according to the loyal behavior in different states of customer satisfaction. These marketing strategies can help restaurants to improve customer satisfaction and customer loyalty. Implementation of these marketing strategies can expand restaurants market share and make it stable. At the same time, these marketing strategies can improve the quality of the restaurants market share, which will help restaurants gain more profits with less costs.