China Farm Casual Tearoom Customer Satisfaction Research

Farmhouse leisure tearoom, a new mode of peasant-household tourism, is at its starting stage in China. Customer satisfaction with the farmhouse leisure tearoom is not up to expectation; there are still problems with product designing, service providing, and sales notions on the part of the tearoom operator. And this thesis primarily studies the question of how to raise customer satisfaction with the farmhouse leisure tearoom.This thesis analyses the status quo of the farmhouse leisure tearoom in China, investigating such places as Meijia Wu, Longjing Cun, Longwucha Cun, Maojia Bu, Wengjia Shan, where farmhouse leisure tearooms abound. Based on a sum-up and induction of relevant theories, this thesis starts from customer perception value in studying customer satisfaction. It proposes an measurement index system for customer satisfaction, which is expected to fit the farmhouse leisure tearoom in China. The system consists of three aspects: environment, product, and service; Environment includes both external and internal environments, product includes tea, pastries, dishes, and entertainment, and service is measured by attitude, level of performance, and convenience.The data required for this study is obtained through on-the-spot survey. On the whole, the result of the demonstrative analysis has justified the design of this thesis. The chief conclusion includes:1. The customer satisfaction of the farmhouse leisure tearoom in China can be measured by three factors: "environment", "product", and "service". These factors constitute the three first-class indexes of the evaluating system for customer satisfaction with the farmhouse leisure tearoom.2. The index of the customer satisfaction with the farmhouse leisure tearoom in China is relatively low.3. There exists a strong interrelationship between customer satisfaction with "environment", "product", and "service", the customer perception value, and the overall customer satisfaction.4. There exists a strong interrelationship between the overall customer satisfaction with the tearoom and the degree of customer loyalty.