An Empirical Study Of Chinese Fast Food Customer Satisfaction Factor

With the rapid development of social economy, people live competition is increasing,"time" has become one of the most important resources, people’s life style also gradually shift. Fast food just adapt to the new changes and become more and more important in the process of people repast. Faced with this important era of opportunity, Chinese fast food came into being, and is developing rapidly, at the same time, also appeared many problems:on the one hand, is unable to avoid fast food industry’s fundamental contradiction, on the other hand also face competitive pressures of western fast food giant. The traditional management pattern, marketing strategy is difficult to solve these problems, the introduction of new management idea, the new management mode is one important way of overcome the above problem.Customer satisfaction theory to meet the needs of the new management, more and more widely applied in various industries. This article mainly revolves the Chinese fast food industry issues during development process, elaborated the customer satisfaction theory for Chinese fast food industry development the necessity, function and meaning. Analyzes the various influence factors of industry of the domestic customers, on the basis of national customer satisfaction model, proposed the Chinese fast food customer satisfaction model assumptions. Through to the "country" field visit and questionnaire survey, to quantitative study of the data, and test the null hypothesis model and correction. Finally, according to the research conclusion, put forward the marketing Suggestions and development strategy of Chinese fast food industry.The survey analysis of the main conclusions are:First, customer expectations and assumptions almost no correlation between other factors of the model. Each variable there is no correlation between perceived value and predicted value. Customer expectations and customer satisfaction in general is a negative correlation between other factors, but there appeared deviation, the study of the difference, I think there are two main reasons:one is that, in rural base questionnaire survey, the vast majority of for regular customer, the development of the rural base in chongqing has been more mature, consumers have a more profound preconceived impression, its products and services have more understanding, so less impact on their consumption. Second, fast food belongs to people daily life simpler consumption, customer before making consumption decisions do not spend too much time and energy to consider whether consumption or expectations of the consumer has a special, it is relatively shallow, have less effect on the customer satisfaction.Second, between perception and perceived value of each variable were positively correlated. Customers in the process of consumption of products and services of value judgment mainly comes from their own physical or mental consumption experience, not your customer expectations.Third, customer satisfaction and practicality value perception, mental perception value of correlation coefficient was0.421and0.421, respectively, were positively correlated. And mental perception value correlation between customer satisfaction and stronger, this shows that consumers of fast food consumption in short compared with "materiality" factor, pay more attention to "spirituality"."Spirituality" factors of the improvement will bring more pleasure and higher customer satisfaction.Fourth, customer loyalty and customer satisfaction, practical value perception, mental perception value between were positively correlated. Fast food consumption in the process of consumption experience and satisfaction will directly affect the customer loyalty. Among them, the "spiritual" than "practicality" factors influence bigger,"spirituality" factors increase more let customers have a higher loyalty.Fifth, in the Chinese fast food, on the evaluation of the importance of six variables score from high to low in turn for cleaning, service, quality, environment, price quantity and convenience, six variables correlated with customer satisfaction from high to low in turn to quality, service, clean, environment, price and convenience. Shows that fast food these few basic variable, people value most is the restaurant’s cleanliness and food hygiene, on the one hand, may be due to the network, television news such as frequent restaurant industry’s health problems, lead to the dining room clean sanitation in poor image in people’s minds; On the other hand, people always will be healthy in the first place in the process of eating.The customer is the most important is "clean", but it was not able to produce the highest degree of satisfaction to customers."Quality" product line color, aroma, taste, etc., influence on customer satisfaction is the biggest of all. This shows that core products should be in the fast food food itself, after all people consumption is solved the problem of eating, good taste, shape, is the pursuit of customer end, cleaning and hygiene and service is important, but it is not the most satisfactory factors. After all, Chinese fast food to promote the quality of the product itself to maximize customer satisfaction.