Research On The Influential Factors Of Customer Satisfaction Of Catering Enterprises Around Colleges Based On The Customer Value Chain

Information improve the way of service and consumption further,especially the catering business.As a college student,we are exposed to the surrounding catering business most.The survey found that the fundamental reason why some business around failure is that the enterprise's supply could not match customer's demand totally.Customer satisfaction still have a long way to go.Under this premise,it is imperative to study the satisfaction factors of the college students,to meet the needs of customers,to develop the relationship between customers and enterprises,and to improve the competitiveness of the surrounding catering enterprises.After review the relevant literature and theory,this thesis build the customer value chain model which based on customer relationship life cycle as the process,customer internal demand as intrinsic link,and customer value factors as the external impact.On the basis of this model,the customer demand of the inner link is reflected in the seven factors through the external influence,and the customer satisfaction formation mechanism is integrated to the satisfaction factor of the customer value level.The empirical study is design the questionnaire which based on the characteristics of the survey and the sample,according to the satisfaction index constructed by the value chain model.Through the data survey and analysis,we get different importance customer satisfaction factors in the four stages of the customer relationship life cycle.These important indicators are reflected not only in the seven factors of the external influence,but also in customer's inner link.The result shows that the image value index is very important in customer attention stage which the invisible demand is more important than the tangible;the customer,service,and personnel value is important in customer purchase stage which tangible and invisible services are equally important;the image and product value is important in Customer development stage which tangible services is slightly better than the invisible;the product value is important in late stage which invisible service needs higher importance.Through the analysis of the results,we put some suggestions and strategies to improve customer satisfaction effectively for the surrounding university catering enterprises.