Research On Customer Satisfaction Improvement Strategy Of BG Catering Company

With the continuous improvement of people’s living standards and the acceleration of the pace of life,the development of the catering industry has entered the fast lane.People choose to eat out and get together with relatives and friends.As a result,there are more opportunities for entertaining guests and friends,which puts forward higher requirements for private catering and also provides business opportunities.However,due to the fierce competition in the industry,the development pressure of catering enterprises is great.How to master the psychological needs of customers and improve customer satisfaction,so as to enhance market competitiveness has become a key research topic of catering enterprises.Therefore,it is imperative to study the customer satisfaction of private catering enterprises.In this study,BG Catering Company with local characteristics of Guangdong,a popular consumption catering enterprise mainly engaged in Cantonese dim sum dishes and integrating Chinese cuisine,is selected as the research object to explore the influencing factors of its customer satisfaction.This paper firstly adopts the method of data collection and draws lessons from the previous studies on customer satisfaction in the catering industry to conduct field visits and analysis on the current situation and problems of BG Catering Company’s customer satisfaction.Secondly,based on the China Customer Satisfaction Index Model(CCSI),the customer satisfaction model of BG Catering Company is constructed by taking perceived dish quality,perceived service quality,perceived environment quality,corporate image,perceived value and customer expectation as indicators.The index system is established and the weight of each indicator is calculated by AHP.Then,according to the hypothesis,the questionnaire was designed,226 questionnaires were sent out randomly,and 203 questionnaires were statistically valid.Then SPSS statistical software is adopted to make comprehensive empirical analysis and calculate the satisfaction score of each index according to the weight of each index.Finally,the overall score of customer satisfaction is obtained.Finally,according to the different effects of each variable on customer satisfaction,the corresponding improvement strategies are proposed.The research conclusion provides reference for our country’s various kinds of catering enterprises to improve customer satisfaction,improve service quality and so on.Based on the above research,strategies to improve BG Catering company’s customer satisfaction from the aspects of dish quality,service,environment,price and restaurant image are obtained,so as to increase BG Catering Company’s market share in the environment of fierce competition.Thus,it provides theoretical support for catering enterprises to create a good situation of customer satisfaction and customer loyalty,and has targeted and theoretical value to enrich the theoretical content of customer satisfaction in the catering industry.