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论文编号：	6464
作者编号：	2120106054
上传时间：	2014/6/11 9:06:27
中文题目：	基于顾客满意的快餐企业服务
英文题目：	A Study on the Service Quality Management of Fast Food Company: Customer Satisfaction
指导老师：	李季
中文关键字：	快餐企业;顾客满意;服务质量
英文关键字：	Fast Food Company; Customer Satisfaction;;Service Quality;
中文摘要：	伴随着社会经济体制逐步转入服务经济阶段，市场中大量的快餐机构开始意识到市场经济的转变，进而关注服务产业中蕴含的巨大利润。传统产品的商家也不得不顺应市场的发展，注重产品的服务模块的建立。但在服务经济时代中，市场中消费者对商品服务的需求也在不断提升，在这种不断变化的市场中，快餐机构如何有效提升服务质量、，满足消费者需求、占据市场，成为目前核心问题。由于服务的特性，服务的不可感知性，顾客承受的服务消费风险比产品消费风险大；市场中的顾客开始逐步融入到整个服务生产的过程中且在整个过程中占据着较大的比重，获取顾客的满意对快餐业的营销活动影响就更为深远。快餐业的顾客满意是顾客对期望服务质量和感知服务质量比较评价的过程变量，服务质量管理对形成快餐企业顾客满意有着紧密的联系，所以快餐业顾客满意要通过服务质量管理来实现，服务质量管理要以顾客满意为导向。服务与有形产品不同，它是一系列的过程，并且具有不可感知性、不可分离性、不可储存性和异质性，所以服务质量带有很大的主观性，服务质量期望和感知的影响因素就更为复杂。本研究旨在找出快餐企业服务质量管理的影响因素，为快餐业管理者提供管理建议，提高服务质量，实现顾客满意，从而实现快餐企业经营的价值。本研究从顾客满意理论着手，梳理了顾客满意的概念及模型，阐述了在市场消费中顾客满意都城对整个快餐企业机构的重要地位，以及顾客满意程度与商品服务质量的关联，提出了满意导向的服务质量管理的思路。然后本研究又梳理了服务质量的经典理论和模型，找出服务质量的各种影响因素，最终构建了基于顾客满意的快餐企业服务质量管理综合模式。根据该综合模式，本研究提出了一些快餐企业服务质量期望与感知管理的建议；并结合服务质量差距管理理论，分析了快餐企业差距产生的原因，提供了快餐企业差距管理的建议；最后，本研究提出并阐述了快餐企业全面服务质量管理的新思路。
英文摘要：	With the social and economic system gradually phase into the service economy, a large number of fast-food market business organizations are beginning to realize the changing market economy, the service industry concerns the tremendous profits. Merchant traditional products also had to adapt to the development of the market, focusing on the service module products. But in the service economy, the market demand for consumer goods and services are rising, in this changing market, fast food business organizations how to effectively improve the quality of services to meet consumer demand, dominate the market, become the core problems. Because of the characteristics of services, customers bear greater risks than product consumption risks; Customers take part in the service process, so getting customer satisfaction is an even more far-reaching marketing activity for the service industry. Customer satisfaction is a comparative evaluation on expectation of service quality and perception of the quality of service. Fast food company’s service quality management close links with customer satisfactions. So fast food company’s customer satisfaction is through quality management services to achieve, and service quality management should be customer satisfaction oriented. Compared with tangible products, services are a series of process, and have special characters, so service quality is very subjective. Expectations and perceptions of service quality depend on more complicated factors. This study aims to identify factors affecting the quality of fast food company’s service management, to provide management advice to fast food company’s managers, and improve service quality to achieve customer satisfaction, thereby realizing the value of running a business. This study starts with the theory of customer satisfaction, carding models and the concepts of customer satisfaction, expounds on the importance of customer satisfaction to the fast food company’s, and finds that there is an intrinsic link between customer satisfaction and service quality. So this study proposes a new idea, which is customer satisfied -oriented service quality management. This study also cards classical theories and models of service quality to identify factors affecting the quality of fast food company’s service, and at last constructs customer satisfaction oriented fast food company’s service quality integrated management model. Under the integrated model, this study provides a number of advices to manage expectations and perception of fast food company’s service quality, combined with the gap model of service quality management. Finally, this study proposes a comprehensive service quality management and expounded the new management ideas of fast-food companies.
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