Since the implementation of reform and opening up, China's economy has developed quickly and people's way of life has also changed. Fast food just emerges in this new situation, which has become one of the important choices for people. Chinese fast food came into being in this important opportunity of the times. Chinese fast food develops quickly because it's more close to Chinese diet when compared with western fast food. In view of customers' satisfaction factors in selecting Chinese fast food and its influence on re-selection, this paper systematically analyzed customers' satisfaction factors in selecting Chinese fast food and each factor's influence on re-selection. According to the results, this paper proposed views and suggestions for management and development of Chinese fast food. Quantitative research method and questionnaire survey method are adopted for data analysis. Finally, this paper concluded the customer satisfaction factor's influence on the re-selection of Chinese fast food. This paper draws the research framework according to the collected data and historical analysis of the literature: The satisfaction factors are divided into eight parts of fastness factors, quality factors, price and value factors, store sanitation factors, service attitude and experience factors, environmental factors, the brand reputation and brand image, social responsibility and humanization. Then the importance degree of various factors and the influence of various factors on re-selection are researched. The result showed that the customers most focus on the store sanitation factor; and quality factor can influence most in customers' re-selection. Based on the research conclusion, this paper also puts forward the corresponding suggestions and strategies, so as to provide the direction for the research deficiencies and future development.%由于改革开放后中国经济迅速发展,人民的生活方式也随之改变,快餐的进入正好适应这种新的变化,成为人们就餐的一个重要选择之一.在这重要的时代机遇里,中式快餐应运而生,由于相对洋快餐,中式快餐更贴近中国人日常饮食需求,所以发展十分迅速.本文针对顾客选择中式快餐的满意因素及再次选择之间的影响,系统分析当今顾客选择中式快餐时的满意因素,及个因素对再次选择的影响,并根据研究结果对该中式快餐的管理和发展给出意见和建议.研究采用定量研究方法利用问卷调查法收集资料,并对数据进行的分析,从分析中得到了关于中式快餐顾客满意因素对其再次选择的影响.根据收集的资料结合历史文献进行分析,本文得出了研究框架模型:提出满意因素分为快捷性因素、菜肴质量因素、价格价值因素、店内卫生因素、服务态度及就餐体验因素、环境因素、品牌声誉和形象、社会责任和人性化这八个部分,由此研究各个因素的重要程度,以及各因素对再次选择的影响,统计结果发现:在各满意因素中,顾客最为重视的"店内卫生"这个因素;而"菜肴质量"则是对顾客再次选择最具有影响力的因素.基于研究结论本文也提出了相应的建议及策略,为研究的不足与未来的发展指出了方向.
展开▼
