Study On The Factors Iaffecting Customer Satisfaction In Chain Fast-food Industry

This study on the basis of the literature review and in Gronroos the customer perception of service performance model the PZB service performance gap between the model, Oliver cognitive-emotional model of customer satisfaction, Fornell’s American Customer Satisfaction Index model-based theoretical guidancecustomer satisfaction measurement variables in the design restaurants, and the potential impact of factors for customer satisfaction from the four aspects of food quality, service quality, staff quality and service environment design; according to the design of customer satisfaction measurement variables and their potential impactfactors, design a questionnaire for data collection; followed collect first-hand data using structural equation model, identify the key factors of customer satisfaction and its mechanism of action; Finally, on the basis of the key factors identified, proposed to optimize the chainthe fast food industry customer satisfaction policy inspiration.Through theoretical analysis and empirical research, the main conclusions:(1) design a chain of fast food industry in customer satisfaction measurement variables, overall satisfaction, expectations satisfaction, the ideal and the actual closeness degree to measure the customer satisfaction of the fast-food chain industry.(2) According to the descriptive analysis of the data found that the sample customer satisfaction levels of the chain of fast food industry in Fuzhou is still relatively high, but mere is some room for improvement, because consumers believe that the quality of the food of the fast-food chain industry, service quality, staff quality and ambience there is still a large room for improvement.(3) the use of structural equation modeling, the empirical identification fast food chain customer satisfaction key factors, results showed that:food quality, service quality, staff quality and service environment customer satisfaction has a significant direct impact on the fast-food chain industry;, food quality to customer satisfaction, the impact factor of0.39; followed by service quality was0.19,0.15service environment, the staff was0.08.