北京工商大学学报
(
社会科学版
)摇 摇 摇 摇 2014
年
摇
第
5
期
行为忠诚会产生重要作用
。
因此
,
要最终赢得顾
客的行为忠诚
,
餐饮连锁企业对于价格的标准化
也不能忽视
,
应当有策略地进行价格的标准化
。
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The Study of the Influence of Marketing Elements Standardization on
Customer Loyalty in Catering Chain Enterprises
FENG Jun & HUANG Lingli
(
Business School
,
Beijing Technology and Business University
,
Beijing 100048
,
China
)
Abstract
: 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蒺 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蒺 behavioral loyalty and emotional loyalty; environment standardization
play a positive role in nurturing potential customers and enhancing emotional loyalty; and product standardization and price stand鄄
ardization also have positive effects on customers蒺 behavioral loyalty.
Key Words
: catering chain enterprises; marketing elements; standardization; customer loyalty
(
本文责编
摇
邓
摇
艳
)
·201·
