| The dramatically total revenue of China's catering industry has been growing by more than 10%every year,but which worth our great attention is the average life of catering enterprises is only 1.7 years.For the majority of catering business managers,this is both an opportunity and a challenge.As the largest market segmentation of China's catering industry,the Chinese dinner market always occupies a dominant position in the catering market.However,the high proportion of bad reviews in the catering market,especially the Chinese dinner market,indicates that the quality of its service is still at a low level.The quality of service provided by the catering market upset the consumers'hope which led to the satisfaction of them cannot be well improved.It exposed the serious problem in the area of service in current catering industry.Under this circumstance,how to improve the quality of service effectively,thereby increase the customers' satisfaction,has become the center of catering business,especially Chinese dinner business.This study is based on the service quality and the service characteristics of the Chinese dinner market.I divides the service quality into two parts-service expectation and perceived service,and explores the impact of these two factors on customer satisfaction respectively.Which can be concluded is how the quality of service in the dinner market affects customers' satisfaction.First of all,the author collect and review the previous literature research on areas of service quality,customer satisfaction and the relationship between them,on which basis build a model suitable for this study and put forward hypotheses.Then,combine the scale with the characteristics of the Chinese dinner market,making questionnaires for data collection.Finally,using SPSS and AMOS software to conduct systematic statistical analysis of the collected data,in order to verify the hypothesis.Three main findings can be draw as follow:(1)The quality of service of Chinese dinner enterprises involves five mainly dimensions of tangible,reliability,responsiveness,guaranty and empathy.These five dimensions are the five factors of service quality.The 69.41%ofvariationcan be explained by it which shows the content of the quality of Chinese dinner business service has been fully reflected.(2)According to the service quality evaluation method,the service quality is divided into two parts:service expectation and perceived service.Through the analysis of structural equation model,it can be found that the tangible and responsiveness dimensions of service have positive impact on customer satisfaction.The same is the tangible,responsiveness and empathy dimensions of perceived service on it.Meanwhile,the later one is even more significant.(3)Through variance analysis,this article explored whether there are significant differences between the three variables of service expectation,perceived service and customer satisfaction in all demographic variables.The results show that there is no significant difference among the three research variables caused by different gender and age.On the contrary,there are significant differences under different educational level and income level.The study also found that young people between the ages of 19 and 30 are keener on Chinese dinner consumption,with nearly 90%of respondents consuming Chinese dinner at least once a month.Finally,according to the test of hypothesis and the conclusion of research,the author puts forward some management suggestions on how to improve customer satisfaction by improving the service quality of Chinese-style dinner enterprises:starting with the tangible,using the image as the carrier,strengthening the entity publicity,make style the core,rich customers' experience;based on responsiveness,think what customers want,take precautions,nuanced,providing a full range of services;taking empathy as goal,to do the customer's intimate friend. |
PDF Full Text Request