消费者体验对忠诚度的影响研究——以广州连锁快餐店为例

Study on the impact of customer experience on loyalty——Based on the fast food chain restaurant in Guangzhou

近年来,快餐业已成为国内消费需求市场中增长幅度最高、发展速度最快的热点行业,要提高快餐企业的竞争力,必须提高顾客忠诚,而快餐业作为典型的服务行业,消费者体验是影响快餐业顾客忠诚的重要因素之一。以广州连锁快餐店为背景,用实证研究的方法来研究消费者体验对忠诚度的影响。

In recent years, fast food industry has kept highest and fastest growth rate in domestic consumption market. Consumer loyalty must be cultivated to improve the fast-food chains＇ competitiveness while consumer experience is one of the important factors which influence on consumer loyalty for fast-food chain as typical service industry. In this paper, it took full use of the empirical research method to study the impact of consumer experience on consumer loyalty on the background of fast-food chain in Guangzhou.