餐饮老字号客户满意度与忠诚度研究分析——以全聚德为例 工商管理专业VIP专享VIP免费

摘要老字号品牌是中华文化的宝贵资源，每一个老字号品牌的背后都蕴含着特有的一种有趣故事。它具有较高的知名度，美誉度和品牌价值。但是，老字号品牌仅靠自身的优势是无法更进一步发展。本文从客户满意度与忠诚度视角进行了理论分析。以接触过老字号品牌全聚德的消费者为研究对象，在调查问卷的基础上归纳总结了顾客对全聚德的满意程度和原因分析。在此基础上，对全聚德提出了品牌的优化路径。关键词：老字号餐饮；客户满意度；客户忠诚度ABSTRACTOldbrandisapreciousresourceofChineseculture.Behindeveryoldbrand,thereisauniqueinterestingstory.Ithashighpopularity,reputationandbrandvalue.However,theoldbrandcannotbefurtherdevelopedonlybyitsownadvantages.Thispapermakesatheoreticalanalysisfromtheperspectiveofcustomersatisfactionandloyalty.TakingtheconsumerswhohavecontactedtheoldbrandQuanjudeastheresearchobject,onthebasisofquestionnaires,thispapersummarizesthesatisfactiondegreeandcausesofcustomerstoQuanjude.Onthisbasis,Quanjudeputforwardthebrandoptimizationpath.Keywords:Old-fashionedcatering；CustomerSatisfaction；Customerloyalty目录摘要..............................................................................................................2ABSTRACT...................................................................................................31绪论...........................................................................................................61.1研究背景...........................................................................................61.2研究目的...........................................................................................61.3研究意义..........................................................................................221.4研究方法...........................................................................................72相关概念及研究基础...................................................................................72.1餐饮老字号........................................................................................72.2顾客满意度.........................................................................................82.3顾客忠诚度.........................................................................................83样本数据分析............................................................................................93.1调查背景............................................................................................93.2问卷设计.........................................................................................123.3数据分析............................................................................................84全聚德老字号品牌面临的问题及解决方法.....................................................134.1面临的问题.......................................................................................194.1.1产品结构单一，缺少研发和创新........................................................194.1.2对营销重视不足，宣传不到位...........................................................194.1.3市场开拓较缓慢..............................................................................194.2满意度的提升对策...............................................................................204.2.1加强市场调研及消费者洞察........................................................204.2.2加大研发投入，加快产品更新.....................................................224...