淮安市肯德基宅急送客户满意度研究
摘要：中国的餐饮外卖行业正如火如荼，竞争的加剧让越来越多的外卖企业看到只有赢得客户满意才是硬道理。淮安市肯德基宅急送业务于2014年刚刚加入淮安外卖行业，要想在竞争同样激烈的淮安市场占据一席之地，淮安市肯德基宅急送就更应该将顾客作为企业最重要的资源，努力提升客户满意度。本文首先从客户满意度理论知识、行业发展背景分析淮安肯德基宅急送注重客户满意度的必要性和紧迫性；其次以客户关系管理理论作为指导，结合淮安市肯德基宅急送业务的具体情况建立客户满意度模型和客户满意度相关指标体系，并运用层次分析法对相应指标进行权重赋值；然后根据指标体系设计问卷调查，以实际调查结果了解掌握淮安市肯德基宅急送的客户满意度情况；最后对调查问卷进行科学分析，找出客户满意度偏低的原因，最终提出有针对性的改进方案。77769
毕业论文关键词：淮安市肯德基宅急送，客户满意度，客户满意度指标模型，双因素分析
Abstarct: Nowdays the Chinese food delivery industry growing faster and faster。 The keen competition makes more and more food enterprises realize that customer satisfaction is overriding importance。 KFC delivery joined Huaian food delivery line in 2014。 In order to occupy the Huaian market share which the competition is as intense as other cities, Huaian KFC delivery had to consider customers as the most important resource and tried to improve the customer satisfaction。 This article first used the customer satisfaction theory and analysed industry back ground to prove the necessity and urgence of customer satisfaction in Huaian KFC delivery。 Secondly, customer relationship management theory was used as a guide to build a customer satisfaction model and relavent index system based on the condition of Huaian KFC delivery。 Also, this article used analystic hierachy process to assign the weight to corresponding indexes。 Then, a questionnaire investigation was designed by the index system。 The customer satisfaction situation was knowned according to the actual survey result。 At last, the questionnaires was analysed scientifically to find out the reasons of non-customer satisfaction and give some target-oriented improvement plans。
Keywords: Huaian KFC delivery, customer satisfaction, customer satisfaction index model, double factor analysis
目 录
1 绪论 3
1。1 淮安市餐饮外卖服务行业现状 3
1。2 论文研究的意义与目的 3
1。3 研究内容 3
1。4 研究方法 4
1。5 论文研究框架 4
2 客户满意度理论研究现状 4
2。1 客户满意度理论简述 4
2。2 客户满意度模型 4
2。3 评价指标 5
3 淮安市肯德基宅急送业务现状 5
3。1 淮安市肯德基宅急送概况 5
3。2 淮安市肯德基宅急送业务发展形势 6
4 淮安市肯德基宅急送客户满意度调查 6
4。1 淮安市肯德基宅急送客户满意度模型构建 6
4。2 构建客户满意度指标体系 7
4。3 问卷设计与数据采集