Empirical Research Of Consumption Emotions As A Mediator Between Service Quality And Customer Loyalty In Chinese Chain Restaurant Industry

In today’s increasingly competitive market, for many enterprises, improvingcustomer loyalty has become an important means to realize profits and win themarket. Of factors affecting customer loyalty, service quality has drawn increasingattention of the academic community. With the improvement of living standards,Consumers increasingly high demand for quality of service and guide theirpost-purchase behavior based on Consumer sentiment in the consumption process. Italso makes the service quality, and consumer sentiment as well as customer loyaltyamong gradually become a hot research academia and operators.This study with Chinese style chain catering industry as the research object,review the service quality, consumption mood and customer loyalty of relevantliterature, inductive analysis service quality, consumption mood and customerloyalty of the connotation and evaluation dimensions and model. And what isdifferent from previous studies is that this study introduces consumer sentiment asmediating variables to explore the mechanism of action of service quality oncustomer loyalty, and based on this puts forward the research hypothesis, andthrough the questionnaire to collect216valid sample data, then applys SPSS17.0statistical software to data reliability and validity testing, as well as uses correlationanalysis and regression analysis to test the hypotheses and model.After the study, the main conclusions are:(1) Quality of service produce asignificant positive impact on customer loyalty; of dimensions of the quality ofservice, responsiveness and empathy generate significant positive impact oncustomer loyalty.(2) Quality of Service produce a significant positive impact onconsumer sentiment; tangible, responsiveness and empathy generate significantpositive effect on consumer sentiment.(3) Consumer sentiment produce a significantpositive impact on customer loyalty;(4) Quality of service by the consumersentiment on customer loyalty generate significantly positive effect.