基于因子分析的老字号餐饮企业顾客满意度实证研究——一个个案研究的启示

An Empirical Study on Customers' Satisfaction about Time-honored Brand Catering Businesses Based on Factor Analysis——An Enlightenment from A Case Study

老字号餐饮企业是我国传统文化组成部分,它是旅游目的地市场吸引外来游客的重要资源之一。但是,目前有一些老字号餐饮企业的经营出现了一些困惑的现象,传统的经营方式受到了新兴企业的挑战。本文利用因子分析的方法,通过对某老字号餐饮企业消费者的顾客满意度研究,找寻出影响该企业经营的最主要影响因素。经过实证研究发现,环境因素对该企业的顾客满意度的影响程度非常高,进而针对该企业的经营策略提出相应的改进建议。这一针对性的研究对老字号餐饮企业改善经营策略具有重要的实际意义。

Time-honored brand catering business is an integral part of China＇ s traditional culture, it is one of the important resources of tourist destination markets to attract tourists. However, there appear some puzzling problems in the operation of these businesses and their traditional operational modes are being challenged from newly- emerging enterprises. The paper, by using factor analysis, tries to find out the most important factor that influences these businesses through the study of customers＇ satisfaction about some time-honored brand catering markets. The results show that environmental factor exerts very high influences on customers＇ satisfaction. And then some corresponding suggestions for improvement are offered for the operational tactics of these businesses. This case study is of practical significance to the improvement of their operational tactics.