基于双因素理论的顾客激励与顾客保健研究——以餐饮企业为例

Study of Customer Motivation and Customer Hygiene Based on Motivation-Hygiene Theory——Take Restaurant Business as an Example

顾客激励属于一个比较新的研究领域。笔者借鉴赫茨伯格双因素理论的基本思想和研究方法,选取大鸭梨、金百万、天外天、郭林四家以经营北京家常菜为特色的餐饮连锁企业为研究样本,以大众点评网中消费者对他们的点评为数据基础,对顾客激励问题进行了实证研究,并据此提出了管理顾客激励因素和保健因素的相关策略:分类管理、重点管理、动态管理、竞争性管理。

Customer motivation is a relatively new field of study.This study adopts Herzberg's Motivation-Hygiene theory as the basic ideas and research methods to examine customer motivation and customer hygiene briefly.Four Beijing local restaurant chains,Big Pear;Gold Millions;Tianwaitian and Guolin, are selected as research samples,and the relevant research data are from "dianping.com".Based on the output information,this study issues four management strategies related to the factors of customer motivation and hyg...