基于证据推理的快餐店顾客满意度评价方法

An Evidence Reasoning-Based Evaluation Method of Customer Satisfaction Degree of Fast-Food Chain Store

结合快餐店的特点,选取对快餐店顾客满意度有重要影响的评价指标,运用专家打分的方法确定各评价指标的权重,从产品、服务和环境三个方面建立快餐店顾客满意度的评价指标体系。针对实际评价过程中信息不完全和问卷选项不标准等问题,设计了一种基于证据推理的快餐店顾客满意度评价方法。通过安徽省某公司的8家连锁快餐店的实例分析,验证了所提评价方法的有效性和实用性,并依据评价结果给出了提高顾客满意度的合理化建议,对快餐行业的经营活动具有一定的指导作用。

Based on the characteristic of the fast-food store, selected the evaluation index that greatly influenced the customer satisfaction degree,and used the method of expert-scoring to determine the weight of each index,the evaluation index system of customer satisfaction degree of the fast-food store is constructed from three parts of the product, service and environments. In the view of the incomplete infor- mation in the evaluation process and the option of questionnaire is non-standard, an evaluation method of customer satisfaction degree of the fast-food store based on evidence reasoning is designed. By the case analysis of eight fast-food chain stores of a company in Anhui Province, the proposed approach is validated. According to the evaluation results, put forward some reasonable suggestions to improve customer satisfaction degree of the fast-food store, which are conducive to business activities of fast-food industry.