餐饮连锁企业营销要素标准化对顾客忠诚影响研究

The Study of the Influence of Marketing Elements Standardization on Customer Loyalty in Catering Chain Enterprises

中文关键词:  餐饮连锁企业  营销要素  标准化  顾客忠诚

英文关键词:catering chain enterprises  marketing elements  standardization  customer loyalty

中文摘要:

      在前人研究的基础上,结合餐饮行业的特点,归纳出了餐饮连锁企业四个关键的营销标准化要素,构建了餐饮连锁企业营销要素标准化对顾客忠诚的影响模型,并以相关的餐饮连锁企业的顾客为调查对象进行了实证研究。研究发现,营销要素标准化对顾客忠诚度具有重要影响。其中,服务标准化对顾客行为忠诚和情感忠诚均有积极影响,环境标准化对于培养潜在顾客、提高顾客情感忠诚具有正向作用,而产品标准化、价格标准化则对顾客行为忠诚具有正向作用。 

英文摘要:

      This paper, based on previous studies, combined with the features of the food service industry, concludes four critical marketing standardization elements for catering chain enterprises, and builds up the influential model of catering chain enterprises' marketing elements standardization on customer loyalty, and conducts an empirical study of customer survey of related catering chain enterprises. This paper finds that marketing elements standardization has significant effects on customer loyalty. Service standardization has positive effects on customers' behavioral loyalty and emotional loyalty; environment standardization play a positive role in nurturing potential customers and enhancing emotional loyalty; and product standardization and price standardization also have positive effects on customers' behavioral loyalty.