Research Of Customer Satisfaction And Loyalty In Catering Industry

In the present social situation, the competition of Chinese Catering Industry is becoming increasingly fierce, the products they supply are mutual alternative. So the Food Enterprise must maximize customer satisfaction and loyalty to attract and retain customers. However, the existing satisfaction and loyal measurement and evaluation system has not been properly applied in the Catering Industry.The purposes of our study are as follows. Firstly, I establish a satisfaction and loyalty model in Catering Industry. Secondly, I will find out the main decision factors of satisfaction and loyalty. Thirdly, I will evaluate the relationship of satisfaction and loyalty.This study's main target is to build Catering Industry's CSI model and apply this model in catering enterprises. We combined theoretical research and empirical studies. I read a lot of literature about satisfaction and loyalty firstly, then I establish satisfaction and loyal model of the catering industry, next I implement a practical research as an example. The steps of this example are as follows. Firstly, I design a questionnaire for M Restaurant. Secondly, I carry out the investigation and then access the data. Thirdly, I analyze these data using two statistical techniques, they are SEM and Factor-Regression Analysis. I try to find out the difference of products they supply and the customers' expect as the basis of the study of satisfaction and loyalty. My major analyses are satisfaction and loyalty determinants, the relationship of satisfaction and loyalty. I want to seek reasonable and effective way to improve the business customer satisfaction and loyalty.From this study, I get some solutions, such as customers' loyalty is more significant for enterprise in this highly competitive industry, customer satisfaction is the premise of customer loyalty, the correlation coefficient of satisfaction and loyalty is not significant, high degree of satisfaction easily promote customers' loyal.