Research On Customer Loyalty Evaluation Of Chinese Restaurant Enterprises Based On Service Quality Theory

Domestic catering enterprises are facing increasingly picky consumer groups and fierce market competition.How to win the favor of customers and the market share has become a hot issue for academic researchers and enterprise managers.Customer loyalty is the source of enterprise profits,and service quality is the key to attract and retain customers.Most of the previous studies only revealed the mutual relationship and influence between service quality and customer loyalty.But,there is no clear explanation for the efficiency of transforming service quality into customer loyalty.Under such a background,through carrying out the field survey and empirical analysis of Chinese restaurant enterprises,this paper discusses the efficiency of transforming service quality satisfaction into customer loyalty.And basing on the results of empirical analysis,this paper puts forward suggestions for Chinese restaurants enterprises to improve customer loyalty.On the basis of referring to relevant theories and a large number of research literature,combining with the actual operation of Chinese restaurant enterprises and the characteristics of the current restaurant service,this paper constructed the service quality evaluation index system and customer loyalty evaluation index system,which are suitable for Chinese restaurants enterprises.Then entropy method was used to calculate the service quality satisfaction and customer loyalty of Chinese restaurants enterprises,and a comprehensive cross analysis was conducted between the two.Finally,the super-efficiency DEA model was used to calculate the conversion efficiency of Chinese restaurant enterprises' service quality to customer loyalty.After the above analysis,the following conclusions were mainly drawn.First,Chinese restaurant enterprises' service quality can be divided into four dimensions: tangibility,reliability,interaction and empathy Among them,reliability was the most important attribute of service quality and Chinese restaurant enterprises' empathy performance was poor.Second,Chinese restaurant enterprises' customer loyalty can be divided into behavioral loyalty and attitudinal loyalty.And there are obvious differences between them.Third,service quality satisfaction and customer loyalty aren't completely linear related,and there is an intermediate satisfaction area of service quality satisfaction.The promoting effect of service quality satisfaction on customer loyalty is not obvious in this area.Fourth,different dimensions of service quality have different conversion efficiency for customer loyalty.In other words,the contribution of service quality to customer loyalty varies from dimension to dimension.At the same time,the efficiency of the conversion of service quality satisfaction into customer loyalty is also inconsistent among Chinese restaurant enterprises.It is only necessary for dea-effective enterprises to increase the scale of investment in service quality.Non-dea-effective enterprises having redundancy of satisfaction,and other key factors affecting customer loyalty should be actively explored.Fifth,according to the above empirical analysis results,Chinese restaurant enterprises can improve the level of customer loyalty by creating characteristic dishes,implementing personalized services,establishing customer database,implementing restaurant membership and other strategies.