摘要
随着竞争越来越激烈,餐饮企业如何应对竞争、提升经营绩效成为重要课题。人们收入水平的提高要求在餐饮企业消费时获得更好的就餐体验,因此餐饮企业有必要进行准确的主题定位、开发餐饮文化、进行菜品开发、提升内部环境、改善就餐氛围、提高服务质量,进而实施体验营销策略,更好地满足顾客需求。文章综述了餐饮业顾客体验的含义、顾客体验的维度、顾客体验的影响因素以及顾客体验营销策略,希望为后来学者进行体验营销研究提供一定借鉴。
With the increasingly fierce competition, how to deal with the competition of catering enterprises to improve the operating performance has become an important topic. The level of people＇s income increase results in customer requiring better dining experience in consumption,therefore,catering enterprises are necessary to position the theme, to develop catering culture and dishes, to improve internal environment, the atmosphere and the service quality, and then implement experience marketing tactics to satisfy customers＇ demand better. The paper discussed the meaning of customer experience, the dimensions of customer experience,the influencing factors of customer experience and the tactics of maketing experience in the catering industry,hope to provide certain reference for the experience marketing research of later scholars.
出处
《江苏商论》
2015年第12期6-9,共4页
Jiangsu Commercial Forum
基金
四川文理学院面上项目资助(项目编号:2014R010Y)
关键词
餐饮业
体验营销
研究综述
Catering industry
Experience marketing
Research review
