湖南省湘菜连锁企业品牌忠诚度现状研究

On Brand Loyalty of Chain Enterprises of Hunan Cuisine in Hunan Province

对373位湘菜连锁企业顾客进行问卷调查后,在利用SPSS19.0进行统计分析的基础上,探讨了湖南省湘菜连锁企业品牌忠诚度的现状,结果表明:湖南省湘菜连锁企业品牌忠诚度、服务质量和顾客价值都有待提高,服务质量和顾客价值与品牌忠诚度呈正相关关系,而年龄在25岁以下、高中及以下学历、学生、年收入在4万元以下的顾客品牌忠诚度相对较低,这对湖南省湘菜连锁企业有针对性地提高企业品牌忠诚度有一定的参考价值。

This paper conducts an SPSS19.0 analysis of questionnaire surveys of 373 customers of Hunan cuisine chain restaurants to explore their brand loyalty. The findings suggest that there is room for improvement of their brand loyalty,service quality and customer value,that the service quality and customer value have positive influence on brand loyalty,and that brand loyalty of the customers under the age of 25,those of high school education or below,students and those who earn less than 40,000 RMB a year is relatively low.It has a practical guiding function for Hunan cuisine chain enterprises to improve brand loyalty.