中西式快餐顾客感知研究

Chinese and Western Fast Food Customer Perception Research

以中西式快餐的几个基本属性如方便快捷、清洁卫生、价格质量、服务、文化氛围等为基础,从企业品牌形象、产品质量感知、服务质量感知、环境质量感知、价格感知,顾客满意等涉及顾客感知的各个因素和观察变量开展市场调查与分析,对中式快餐和西式快餐的顾客满意度进行定量比较,分析得出了中西式快餐在经营管理或者企业文化上在顾客感知方面的差异。

Based on several basic attributes of Chinese and Western fast food,such as convenience,cleanliness,price quality,service,cultural atmosphere,etc.,this paper conducts market research and analysis of corporate brand image,product quality perception,service quality perception,environmental quality perception,price perception,customer satisfaction and other factors related to customer perception and observation variables,makes quantitative comparison of customer satisfaction between Chinese fast food and Western fast food,and analyzes the difference of Chinese and Western fast food in terms of business management or corporate culture in customer perception.