广州外婆家餐饮店顾客满意度调查研究(附调查问卷)

广州外婆家餐饮店顾客满意度调查研究(附调查问卷)(论文18000字)
摘要    俗话说“民以食为天”，每个人生活都离不开饮食，它是我们最基本的需求， 有需求便会有供应，大到各种高级餐厅、小到各地路边摊，越来越多的餐饮店出现在消费者身边。随着时代与经济的快速发展，人们消费的观念也在随之变化，市场也成为了顾客主导的市场。而在餐饮行业中，经济的发展推动着人民可支配收入的增多、人们的生活水平提高以及在外就餐的热潮等因素使得中国的餐饮市场有了更多的发展空间，在这样的情境下餐饮企业如何抓住市场的发展，提高占有率，其中顾客的使用感受起到了一定的决定因素、顾客的满意是企业必须重视的方面。
提及餐饮行业，广州外婆家餐饮店被认为是奇特的存在：其性价比超高、且在生活节奏变快的今天，还能做到让顾客为了就餐排队等了超过一个小时的时间。因此，本研究以餐饮店的顾客满意度展开调查，并以广州外婆家餐饮店为例进行实证研究。首先，本论文采用文献研究法，通过对国内外学者关于顾客满意度、餐饮行业的相关研究成果进行梳理和总结，然后以广州外婆家餐饮店为例进行市场调查， 包括实地调查与问卷调查，对受访者的个性特征、消费行为、满意程度进行调查。最后，运用数据处理工具 SPSS、EXCEL 进行数据统计分析，从中得出广州外婆家餐饮店经营过程中存在的问题。最终研究结果发现广州外婆家餐饮店存在对网络宣传渠道管理不善、菜品推介能力不佳、排队等位时间过长等弊端导致顾客满意度较低。针对这些不足，本研究提出企业应加强宣传力度、提高服务质量和了解清楚顾客的需求等相应的措施，从而提高顾客满意度，提升顾客忠诚度。

关键词    顾客满意度,饮食行业，广州外婆家餐饮店,调查研究
 
ABSTRACT As the saying goes, " The masses regard  sufficient  food  as  their heaven", everyone can not live without diet, it is our most basic needs, there will be supply, as large as a variety of high-end restaurants, small to small roadside stalls. With the rapid development of the times and economy, people's concept of consumption is also changing, the market has become a customer-led market. And in the catering industry. A series of factors such as the urbanization of China promote the increase of disposable income, the increasing living standards of the people, the rising upsurge of eating out and so on,which
make the catering market in China develop rapidly in recent years. In such a situation,  how to grasp the development of the market and increase the share of catering enterprises, in which the customer's experience plays a decisive role, customer satisfaction is the enterprise must pay attentionto.
Referring to the restaurant industry, Guangzhou grandmother's restaurant is considered peculiar existence: its cost-effective, and in the fast-paced life today, but also to enable customers to queue for dinner waiting for more than an hour's time. Therefore, this study based on the restaurant customer satisfaction survey. And take Guangzhou grandmother's restaurant as an example to carry on the empirical research. First, this paper uses the literature research method, through the domestic and foreign scholars about the customer satisfaction, the catering industry related research achievement carries on the comb and  the summary. Then take Guangzhou grandmother's restaurant as an example to carry on the market survey, including the field survey and the questionnaire survey, carries on the survey to the interviewee's personality characteristic, the consumption behavior, the satisfaction degree. Finally. Using data processing tools SPSS, excel for statistical analysis of data. Finally, the results of the study found that there are poor management of the network propaganda channels and poor ability of food promotion in the restaurant of Guangzhou grandmother. The disadvantages of long queue time lead to low customer satisfaction. In view of these shortcomings, this study proposes that enterprises should strengthen publicity, improve service quality and understand customer needs and other corresponding measures that can improve the customer’s satisfaction and enhance their loyalty.
 
KEY WORDS    Customer satisfaction; Catering industry; Guangzhou grandma's Restaurant;Investigation
 
目 录
摘要    I
第一章 绪论    1
1.1    研究背景    1
1.2    研究目的及意义    2
1.2.1    选题目的    2
1.2.2    研究意义    2
1.3    研究方法    3
1.4    研究内容    3
第二章 理论基础与文献综述    4
2.1    顾客满意度概述    4
2.1.1    顾客满意度的定义    4
2.1.2    顾客满意度的相关理论    5
2.2    顾客满意度衡量指标及其影响因素    5
2.2.1    顾客满意度的衡量指标    5
2.2.2    顾客满意的影响因素    6
2.3    文献综述    7
2.3.1    国外研究状况    7
2.3.2    国内研究状况    7
第三章 广州外婆家餐饮店企业概况    9
3.1    国内餐饮店概况    9
3.2    广州外婆家餐饮店概况    9
3.3    广州外婆家餐饮店的SWOT分析    11
3.3.1优势（S）    11
3.3.2劣势（W）    11
3.3.3机会（O）    12
3.3.4威胁（T）    12
第四章 广州外婆家餐饮店顾客满意度调查研究    14
4.1    调查方案设计    14
4.2    调查过程    15
4.3    数据分析    15
4.3.1    样本结构分析    15
4.3.2    信度与效度检验    16
4.3.3    描述性统计分析    17
4.3.4    分项分析    17
第五章 广州外婆家餐饮店顾客满意度存在问题及改善建议    27
5.1    存在问题    27
5.2    改善建议    28
第六章 结论与展望    29
6.1    研究结论    29
6.2    研究展望    29
参考文献    31
附录    33
致谢    36