海底捞基于顾客满意度的服务策略研究 市场营销专业VIP免费

海底捞基于顾客满意度的服务策略研究摘要：近年来中国餐饮业迎来一个迅速发展的时期，每年餐饮业的增长率比其他行业高出10个百分点。服务是餐饮业提高经济效益的有效途径，但通过调查发现，我国餐饮业的顾客满意度并不高。然而以顾客满意为基础的服务策略已成为现代企业赢得顾客占领和扩大市场,提高效益的关键,为企业提供竞争性服务策略,具有十分重要的现实意义。本文研究了国内外关于顾客满意度评价体系,了解了我国服务企业实施的顾客满意策略,结合了海底捞餐饮有限公司的实际,最终构建顾客满意度评价体系从而帮助企业提出有效的服务策略。关键词：顾客，顾客满意度，服务策略TheResearchofHaiDiLaoHotPotServiceStrategyBasedonCustomerSatisfactionAbstract：Inrecentyears,Chinesecateringindustryhascometoaperiodofrapiddevelopment,itsgrowthrateis10%higherthanotherindustries.Serviceisaneffectivewaytoimprovetheeconomicbenefitforthecateringindustry,butthroughthesurvey,thecustomerssatisfactionofthecateringindustryisnothigh.However,servicestrategywhichbasedonthecustomersatisfactionservicemarketinghasbecomeawayofwinningcustomers,expandingmarkets,andthekeytoimprovebusinessefficiency,andprovidingcompetitivestrategyforamodernenterprise,whichhasbeenofmuchsignificance.Thisarticlehasdiscussedcustomersatisfactionathomeandabroadandlearnedcustomersatisfactionofnativeenterprises,andunderstoodthedomesticandcombinedthefactwithHaiDiLaoHotPot.Finally,theevaluationsystemforcustomershasbeencomposedtohelpenterprisescomeupwitheffectivestrategies.Keywords:Customer,Customersatisfaction,Servicestrategy目录1.前言..................................................................11.1论文研究背景.........................................................11.2论文研究目的.........................................................12.理论综述..............................................................12.1顾客满意度概述.......................................................12.2顾客满意度影响因素分析...............................................22.3顾客满意度与服务策略的关系...........................................22.4服务企业的顾客满意度维度.............................................32.5海底捞顾客满意度评价指标体系.........................................33.海底捞公司经营现状分析................................................53.1海底捞发展史.........................................................53.2海底捞公司服务策略现状...............................................53.3海底捞客户及经营威胁分析.............................................64.1调查过程.............................................................74.2调查结果分析.........................................................74.2.1顾客信赖度分析.....................................................74.2.2服务专业度分析.....................................................84.2.3有形度分析.........................................................94.2.4服务人员同理度分析................................................104.2.5服务反应度分析....................................................115研究结论..............................................................135.1人员服务顾客满意度不足..............................................135.2就餐环境影响顾客满意................................................135.3投诉处理顾客满意度低................................................135.4促销活动少..........................................................145.5存在服务过度或服务不足.................................