题 目: 餐饮老字号客户满意度与忠诚度研究 --- 以全聚德为例 摘要老字号品牌是中华文化的宝贵资源，每一个老字号品牌的背后都蕴含着特有的一种有趣故事。它具有较高的知名度，美誉度和品牌价值。但是，老字号品牌仅靠自身的优势是无法更进一步发展。本文从客户满意度与忠诚度视角进行了理论分析。以接触过老字号品牌全聚德的消费者为研究对象，在调查问卷的基础上归纳总结了顾客对全聚德的满意程度和原因分析。在此基础上，对全聚德提出了品牌的优化路径。关键词：老字号餐饮；客户满意度；客户忠诚度ABSTRACTOld brand is a precious resource of Chinese culture. Behind every old brand, there is a unique interesting story. It has high popularity, reputation and brand value. However, the old brand can not be further developed only by its own advantages. This paper makes a theoretical analysis from the perspective of customer satisfaction and loyalty. Taking the consumers who have contacted the old brand Quanjude as the research object, on the basis of questionnaires, this paper summarizes the satisfaction degree and causes of customers to Quanjude. On this basis, Quanjude put forward the brand optimization path.Keywords: Old-fashioned catering；Customer Satisfaction；Customer loyalty目录摘要..............................................................................................................2ABSTRACT...................................................................................................31 绪论...........................................................................................................61.1 研究背景...........................................................................................61.2 研究目的...........................................................................................61.3 研究意义..........................................................................................221.4 研究方法.....................................................................
