摘要
为了对餐饮老字号顾客满意度进行评价,通过问卷调查和专家访谈,选出4个指标层、15个要素层,构建了顾客满意度评价模型。参考美国顾客满意度指数模型,结合餐饮老字号的服务特征,建立了顾客满意度评价体系,并对评价指标进行了定性描述。运用层次分析法计算各指标和要素的权重,并作了一致性检验,完成对评价体系的量化。从各指标在评价体系中所占的权重来看:产品质量是影响顾客满意度的最主要指标,后面依次为服务质量、宣传销售和文化内涵;15个影响要素中,绝对权重由高到低排名前5的依次为菜品口味、菜品卫生健康、服务态度、菜品营养价值和销售渠道。因此,餐饮老字号要提高顾客满意度,首先还是要在菜品质量上下功夫,既要传承经典又要不断创新。此外,还需加强人员培训,提高服务的意识与水平。同时,要积极利用信息化手段加强品牌宣传、提高订餐及支付的效率,综合提升顾客的满意度。
In order to evaluate customer satisfaction with time-honored restaurants,a customer satisfaction evaluation model was constructed based on questionaire surveys and expert interviews,identifying 4 indicators and 15 factors.Drawing from the American Customer Satisfaction Index model and considering the service characteristics of time-honored restaurants,a customer satisfaction evaluation system was established,with qualitative descriptions of evaluation indicators.Analytical Hierarchy Process(AHP)was employed to calculate the weights of each indicator and element,including consistency testing to quantify the evaluation system.Analysis of the weights of each indicator revealed that product quality is the primary factor influencing customer satisfaction,followed by service quality,sales and marketing,and cultural significance.Among the 15 factors,the top five absolute weights were ranked in descending order as taste of dishes,food hygiene and safety,service attitude,nutritional value of dishes,and sales channels.Therefore,to enhance customer satisfaction in time-honored restaurants,it is imperative to prioritize the taste of dishes embodying both heritage and innovation.Enhancing staff training to elevate service awareness and standards is also of paramount importance.Furthermore,it is highly recommended to leverage information technology to strengthen brand promotion and improve efficiency in ordering and payment processes,thereby comprehensively enhancing customer satisfaction.
作者
杭菊
HANG Ju(School of Economics and Management,Wuxi Vocational Institute of Commerce,Wuxi 214153,China)
出处
《江苏理工学院学报》
2024年第3期78-85,共8页
Journal of Jiangsu University of Technology
基金
2024年度无锡市哲学社会科学招标课题“数字经济背景下无锡餐饮老字号品牌转型与创新发展路径研究”(WXSK24-C-100)
无锡商业职业技术学院技能大师工作室项目(RS23XJ01)
无锡商业职业技术学院2023年校级大学生创新创业培育计划项目(2023B10H009)。
关键词
餐饮老字号
顾客满意度
层次分析法
量化评价
time-honored restaurants
customer satisfaction
Analytical Hierarchy Process(AHP)
quantitative evaluation
