Food And Beverage Service Industry: An Empirical Study Of Factors Affecting Customer Relationship Value

Along with market competition intensifying, the enterprise to provide productsand service difference is smaller and smaller, the competitive advantage of enterprisessignificantly reduce and in the face of complex and changeful market environmentand the challenges from all sides, how companies through the establishment oflong-term cooperative relations to against the uncertainty of the market environmentbecome urgent to solve the problem. Cooperation is to achieve each other’s valueincrement, provides diversified platform for enterprises to carry out the innovationactivity, in the face of this opportunity to the enterprise must decide on how much theinterests of the relationship between three dimensions of better by conjunctionvariables to improve the customer relationship value.Today, food service industry is facing a huge market of great potential, and inrecent years the food service industry has been facing a lower value of customerrelationship. How to deepen the cooperation between enterprises to improve their corecompetitiveness and retain more stable customers in order to get more profits, it willbe a strategic issue in food service industry in the future.At present, scholars at home and abroad for the ascension of customerrelationship value to do the relevant research, probes into the influence factors ofcustomer relationship value, but the results of the study, there is still some differencebecause of the different perspective. In this paper, by analyzing the related literature athome and abroad and the theory on the basis of research achievements, usingempirical research methods, through the questionnaire to collect data released on theInternet and the use of SPSS data correlation analysis and regression analysis to verifythe hypothesis proposed in this paper. In this paper, combining the characteristics ofthe domestic food and beverage service industry, the influence on the value ofcustomer relationship is divided into two parts, the relationship between interest andconjunction factors respectively. Discussion and summarize the factors are divided into three dimensions, the benefit relationship trust interests, social interests andspecial treatment. Conjunction factor confirmed in the food service industry, alongwith the introduction of interests conjunction than the relationship between separatethe relationship between customer relationship value is more significant, and therelationship between interest and the conjunction is a significant correlation between,so conjunction as intermediary variable is correct and effective.The end of the thesis is the summary to this article research results, put forwardthe innovation of the thesis, and points out the shortcomings of this study and futureresearch prospects. Pointed out that under the background of Chinese culture in thefood service industry, the relationship between different interests dimension to theinfluence degree of the customer relationship value differences, and through theconjunction of consistency and complementarity to discuss conjunction in therelationship between interest in studies of the effects of relationship value, thus for thepractice operation of service marketing suggestions and countermeasures.