基于顾客感知服务质量的餐饮企业营销策略

Marketing Strategies of Catering Enterprises Based on Customer Perceived Service Quality

随着顾客进行消费活动时愈加注重服务质量,企业应在产品内容上作出改变。考虑到评价具有主观性,通常顾客感知服务质量受顾客期望影响,作用于感知价值。由于企业服务内容包括惊喜服务,论文依照感知惊喜这一新测量项建立理论模型,并基于问卷调查结果对模型进行检验与修正。结论显示,感知惊喜和顾客期望之间相互影响,共同作用于感知服务质量。结合服务消费的认知因素,论文发现惊喜服务能帮助企业扩大市场潜力,是企业制定营销策略的重点依据。

As customers pay more attention to service quality in consumer activities,enterprises should make changes in product content.Considering that the evaluation is subjective,customer perceived service quality is usually affected by customer expectations and acts on perceived value.Because the enterprise service content includes surprise service,the paper establishes a theoretical model according to the new measurement item of perceived surprise,and tests and modifies the model based on the questionnaire survey results.The conclusion shows that perceived surprise and customer expectation affect each other and work together on perceived service quality.Combined with the cognitive factors of service consumption,the paper finds that surprise service can help enterprises expand market potential and is the key basis for enterprises to formulate marketing strategies.