Chinese Fast Food Customer Satisfaction Model And Empirical Research

With the accelerating pace of life and the growing breakdown of social division of labor, traditional housework is gradually being of the community, which gives Chinese snack trade a historic opportunity for development.On the one hand, in the exemplary role of Western snack, Chinese snack has began sprouting, and there have been some brands that have taken shape. On the other hand, most Chinese snack enterprises have been growing by imitating Western snack enterprises. Most of them follow the mode of traditional catering trade and have not their own styles. In particular, with the lack of marketing ideas and brand culture, some of them have encountered the bottleneck of development. Faced with increasingly fierce market competition, new management concepts and management tools need to be introduced. Customer Satisfaction Management is becoming an increasingly attractive marketing strategy.First of all, this paper analyzes the concept of Customer Satisfaction and various typical model of customer satisfaction at home and abroad. Then , this paper summarizes the key factors of Chinese snack's customer satisfaction and constructs the structural equation model of Chinese snack's customer satisfaction on the basis of American Customer Satisfaction Index Model. Basing on the model, this paper designs a questionnaire and gets large amounts of data through extensive survey. Then, this paper fits and amends the model and gets the ultimate model through comparative analysis. The validity and reliability of the model is also analyzed in the end. Finally this paper gives a reasonable explanation for the ultimate model, and points out the problems that Chinese snack enterprises should pay attention to for improving customer satisfaction.