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Introduction With the quick development of catering industry, the revenue of it has reached to 2.786 trillion RMB till 2014, and increases 9.7% comparing with 2013. 64 RMB will be spent on average every time, and 2~3 times outside to restaurants has become the main trend every week . At the same time, some distinctive restaurants like Daniang dumplings, Zhengjiang guogai noodles have emerged and taken up the most share of the market share at a fast pace. Facing this lucrative opportunity and competitive situation, not only does Spk incense pot, but also the whole industry has proposed various ways to progress and draw customers’ attention.
According to the literature resources, few are connected with catering industry or have empirical study. Considering many factors impeding development of catering industry and lack of enough study in catering industry, the article seek for the influential factors through theoretical analysis and empirical study based on previous customer satisfaction theory for providing useful countermeasures of future development. Also, future research regarding catering industry can refer to this article and get some inspiration.
The word satisfaction (satisfaction) comes from the latin word “satis” ( meaning is quite good ) and “facio”meaning adequate. Mowen & Minor (in Dinarty SH Manurung 2009) stated that consumer satisfaction is the overall attitude that is indicated form customer evaluation after acquiring consumer goods or services. This is an evaluative judgment after by selection of caused by the selection of special purchases and the experience of using the goods or services. Based on the definition, it can be concluded that customer satisfaction is an attitude, assessment and emotional response shown by the consumer after the purchase process. Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing his or her perception and expectation (Kotler, 2000). Buttle (2006) agreed that satisfaction is a pleasurable fulfillment response while dissatisfaction is un-pleasurable fulfillment response. In addition, Wiele, Boselie and Hesselink (2002) stated that satisfaction is a positive and effective behavior portrayed by a party resulting from the appraisal of all aspects of other parties’ working relationship. Meanwhile, in business dimension, as the organization maintains a positive relationship with its customers, several desirable outcomes are likely to happen (Kotler, 2000).
Customer Satisfaction Degree
Customer satisfaction is a term describing an abstract cognitive status or evaluation on the basis of qualitative analysis, but customer satisfaction is another term measuring the level of customer satisfaction through the specific data or index based on quantitative analysis. Its formula: Customer Satisfaction Degree = Perceived Value / Expected Value. When the outcome is approximately 1, it means that customer is relatively satisfied. When the outcome is less than 1, it implies that customer is dissatisfied. When the outcome is more than 1, it indicates that customer is quite satisfied(Liu, Liu & Yang, 2003, p 52-56).
Customer Satisfaction Model
In 1995, Tsinghua University initiated to research into the customer satisfaction index system. In June 2000, the national ministry of science and technology research Institute of standardization for the research project of Chinese customer satisfaction index research. In 2005, customer satisfaction assessment center officially established by the two, evaluating the development with the international advanced level and is consistent with China's national conditions of Chinese customer satisfaction index (CCSI) model , which is the first domestic comparatively perfect Customer Satisfaction index model..
The article studies the influential factors on customer satisfaction of Spk incense pot. After reading many theories about customer satisfaction, CSI index evaluation system and, influential factors by qualitative analysis on customer satisfaction and construct the index system and model with the features of Spk incense pot is determined. Then an empirical study is carried out and the reliability and validity will be examined. Subsequently, the factors finally will be confirmed by quantitative analysis through regression analysis. In the end , countermeasures will be provided according to above analysis.Most scholars limit themselves in introducing the concept of customer satisfaction, or concept of index models, but few apply these theories to catering industry and analyze customer satisfaction of specific restaurant based on CCSI model. To cover the shortage and specify the area, the paper choose Spk incense pot as the target.