摘要
随着生活节奏的加快,人们生活方式发生了改变,需要餐饮企业提供相应的满足人们需要的菜品和服务。餐饮企业之间的竞争激烈,要提高竞争力,必须提高餐饮企业顾客忠诚度。为此,餐饮企业必须以低成本策略让顾客吃得起,以差异化策略比竞争对手更好地满足顾客的需要,以此提高对顾客的吸引力;用亲情服务留住顾客,以产品和服务创新留住顾客,以优良的菜品和服务质量留住顾客,增加顾客的回头率;用先进的企业文化来树立企业的良好形象,开展数据库营销,构造与顾客交流的平台。
With the pace of our lives being accelerated, the style of our lives has changed, and this change requires the restaurant enterprises to offer corresponding dishes and services to satisfy our demands. The restaurant enterprises should improve the level of customers＇ faithfulness to enhance their competition because the competition among the restaurant enterprises is being more and more severe. To reach this target, firstly, the restaurant enterprises should make use of the strategy of low costs to make the customers able to afford, and make use of the strategy of differentiation to satisfy the customers better to enhance its attraction. Secondly, the restaurant enterprises should retain the customers with the services full of sensation, creation of products and services and excellent dishes and services. Finally, the restaurant enterprises should set up nice image with enterprise culture, conduct database marketing and construct platform to communicate with customers.
出处
《商业经济与管理》
CSSCI
北大核心
2005年第10期74-79,共6页
Journal of Business Economics
关键词
餐饮企业
顾客忠诚度
数据库营销
restaurant enterprise
level of customer loyalty
database marketing
