The Investigation And Analysis Of Customer Satisfactions Of Lao Sheng Xiang Restaurant In Tianjin

Nowadays,the catering industry is developing rapidly,various restaurants spring up like mushrooms.In fiercely competitive catering industry,different kinds of restaurants meet the demands of fresh things that people are looking forward to.The development of western fast food is mature and stable,while the Chinese fast food is improving itself constantly in the progress of exploring and developing.As the culture and foods is more adaptable to the natives,Chinese fast food gradually shows its advantages during the competition,however,there is still a long way to go.In catering industry,currently,simply guaranteeing the taste and quality has already been far from satisfaction of people in the aspect of mental and cultural pursuit.How to stand out in various fast food restaurants becomes an urgent problem that the whole industry is faced with.As a native fast food catering in Tianjin,Lao Sheng Xiang regarding "Tianjin native-flavor Jiaozi"as its brand core competence,participates into the competition of local catering industry smoothly.In order to improve the competitiveness,studying on satisfaction of its customers is quite essential.The thesis is mainly about the customer satisfaction survey of Tianjin Lao Sheng Xiang.Based on the domestic and international relevant theory and research literature,the customer satisfaction survey index system of Lao Sheng Xiang is constructed,the questionnaire about customer satisfaction of Lao Sheng Xiang is designed and put into practice.The customer satisfaction structural equation modeling of Lao Sheng Xiang is constructed.Making use of Mplus structural equation modeling to estimate and text,learn the path that the satisfaction,loyalty and public reputation affected by the service and quality,and analyze the path effect.Through the analysis,the following conclusion can be drawn:The quality and service are the two main factors that affect the customer satisfaction.The service has a greater influence on the customer satisfaction than the quality.The quality is the basic factor of improving the customer satisfaction,while the service is the pivotal factor.According to the conclusion above,the suggestion about the targeted and executable operating strategy can be proposed for Lao Sheng Xiang.