摘要:随着竞争的日益激烈,越来越多的企业认识到顾客的重要性,顾客逐渐成为企业长期利润的来源和最重要的资源。如何培育和提升顾客满意己经成为国内外共同关注的一个焦点。当前,餐饮业正处于快速发展时期,无论是在中式餐饮间还是西式餐饮间竞争都异常激烈。在这种环境下,企业如果能够准确地了解顾客的需求和满意程度，更好地满足顾客的需求，就可以促进企业的不断发展进步。因而，本文期望通过对东方既白的顾客满意的调查研究，能够对顾客满意理论的今后的运用起到一定的参考和借鉴。
本文以规范分析和实证研究相结合的方法,在吸收前人研究成果的基础上,找出服务业顾客满意的构成要素及影响因素,而后对南京东方既白问卷中的统计数据进行分析,得出东方既白的顾客满意现状以及自身的优劣势。最后,根据前面研究分析的结果，得出了提升东方既白顾客满意的途径。东方既白提升顾客满意的主要策略如下：①以特色的产品来吸引顾客关注，提升顾客满意；②通过为顾客提供健全的服务来满足顾客的各类需求，促使顾客满意的提升；③美化就餐环境，使顾客不论在生理上还是心理上都得到享受，从而提升顾客满意；④塑造明确的品牌形象，在顾客心目中建立独特的地位，提升顾客满意；⑤强化员工管理，在员工的基础上提升顾客满意。
关键词 顾客满意；市场分析；营销策略
Abstract:As the increasingly fierce competitions arise these days, more and more industries have realized the important role that the customers played in business, and found out that customers were gradually becoming the backbones of a company’s economy and becoming the most valuable sources to the core business. How to cultivate and improve the satisfaction of customers now has become a center spot both at home and abroad. Nowadays, the catering industries is experiencing a period of expansion, and both the competitions in Chinese catering trade and in western catering trade have greatly intensified. Under those circumstances, however, if a company can accurately comprehend the desire of customers and know about their needs and satisfaction, and better meet the demands of them, which will tremendously promote the development of a company. Thus, through the research done in Dongfangjibai about the customers’ satisfaction, this essay will hope to make a reference to the future customer satisfaction methodology.
By absorbing the results of previous researches, this essay also combined methods of normative analysis and empirical research thus to locate the basic elements and influencing factors related to the customer satisfaction, and finally will get the customer satisfaction towards Dongfangjibai and realize both advantages and disadvantages of the company itself. Here are the main strategies that how Dongfangjibai will improve its customer satisfaction: first, by attracting customers with characteristic products; second, by providing customers with perfect and systemic services; third, by beautify the diner environment to offer enjoyment to the customers, physically and mentally; four, by branding the products thus leave a unique spot in customers’ hearts for this product; last but not least, by strengthening the management of all employees to meet all needs of customers.
Keywords Customer satisfaction market analysis marketing strategy
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