【作者】 王晓伟；

【导师】 李兴国；

【作者基本信息】 合肥工业大学 ， 管理科学与工程， 2012， 硕士

【摘要】 随着我国城市规模的拓展和工作节奏的加快，快餐行业竞争日益激烈，而中式快餐企业提供产品的同质化程度又非常高。中式快餐企业要在激烈的市场竞争中获得核心竞争优势，必须最大程度地提升顾客满意度和忠诚度来吸引并保持顾客。本文根据中式快餐行业的特点，构建了基于结构方程模型的顾客满意度和忠诚度的关系测量与评价模型，并验证了相关关系假设。本文首先研究和综述了顾客满意度和顾客忠诚度的内涵以及国内外各种典型的顾客满意度和忠诚度关系评价模型。其次，在美国顾客满意度指数模型(简称ACSI)的基础上，结合中式快餐行业的特点，总结中式快餐顾客满意度和顾客忠诚度的关键因素，构建了关于中式快餐店顾客满意度和顾客忠诚度关系的结构方程模型。最后，设计出中式快餐顾客满意度和忠诚度调查问卷，选择某中式快餐店进行问卷调查；对调查数据进行了描述性统计分析和量表信度及效度分析，通过验证性因子分析对结构方程模型进行拟合与修正，比较分析之后得出竞争模型；应用竞争模型验证了中式快餐顾客满意度与忠诚度关系的假设，进而指出了中式快餐企业提高顾客满意度、保持顾客忠诚度应注意的问题。更多还原

【Abstract】 Along with the expansion of city scale in China and the acceleration pace ofwork, Chinese fast food industry competition is becoming increasingly fierce.But theChinese fast food enterprises to provide the degree of product homogeneity is veryhigh. If Chinese fast food enterprises in the fierce competition in the market to obtainthe core competitive advantage, they must maximize customer satisfaction and loyaltyto attract and retain customers. According to the characteristics of Chinese fast foodindustry, this paper Construct measurement and evaluation model of f the customersatisfaction and loyalty of the relationship based on structural equation model,andverifies the correlation hypothesis.First of all,the paper studied and reviewed the Customer Satisfaction andCustomer Loyalty connotation as well as the domestic and foreign various typicalcustomer satisfaction and loyalty evaluation model.Then,this paper summarizeed thekey factors of Chinese fast-food customer satisfaction and constructed the structuralequation model of Chinese fast-food customer satisfaction on the basis of AmericanCustomer Satisfaction Index Model．Finally, Basing on the model, this paper designeda Chinese fast food customer degree of satisfaction and the loyalty questionnaire andselected a Chinese fast food restaurant carrieed on the questionnaire. The survey datawere analyzed by descriptive statistics and scale reliability and validity analysis,through confirmatory factor analysis on the structural equation model are fitted andmodified, comparative analysis the competition model. Application of competitionmodel was validated by the Chinese fast food customer satisfaction and loyalty of thehypothesis, and then pointed out that the Chinese fast food restaurant enterprises toimprove customer satisfaction, to maintain customer loyalty should pay attention tothe problem.更多还原