北京、东京、首尔连锁快餐店的顾客体验管理研究  

The Study of Customer Service Experience for Franchised Restaurant in Beijing,Tokyo,and Seoul

作　　者：崔笔盛[1] 饶培伦[1] 陈娜[1] 全起彻[1] 

机构地区：[1]清华大学工业工程系人因与工效学研究所,北京100084

出　　处：《工业工程与管理》2011年第6期139-143,共5页Industrial Engineering and Management

基　　金：清华大学亚洲研究中心2009年青年项目

摘　　要：鉴于各国顾客对于连锁快餐需求不同,在对北京、东京、首尔3个城市快餐现状调查的基础上,通过问卷的方式调查影响顾客对于连锁快餐店满意度的重要因素。在顾客体验管理理论研究的基础上,总结了连锁快餐店的4个领域——食物、室内装修、服务员和便利性领域——共24个感知项。分别在北京、东京、首尔进行问卷调查,共回收418份有效问卷。通过逐步回归分析发现,4个领域对三个城市连锁快餐店的顾客满意度均有显著影响。但24个感知项对各个城市的影响不完全相同,只有食品青睐感知项对三个城市顾客满意度均有显著影响。通过邓肯分析发现,只有食物相关领域对三个城市的影响有显著差异。As global franchisers need to correctly understand and meet the different needs of all customers,this study aimed to investigate the status quo of Beijing,Tokyo,and Seoul fast food,find factors influencing customer satisfaction in these countries through questionnaires.At first,literatures about Customer Experience Management and fast food are reviewed and summarized into 4 domains including 24 items,namely Food-Related Domain（FRD）,InteriorRelated Domain（IRD）,Staff-Related Domain（SRD） and Accessibility-Related Domain（ARD）.A questionnaire survey with 450 respondents was conducted to investigate the effect of the variables to the customer satisfaction found thirteen factors influencing customer satisfaction.Stepwise regression analysis found that the most important domain in Beijing is FRD,especially the preference of food.For customers in Tokyo,the most important domain is the IRD,especially the interior lights.In Seoul,the most important domain is ARD,especially in the service time.Finally, Duncan multiple range test found that customers in three cities rated FRD to various degrees,the highest level in Beijing,Seoul,and then Tokyo.

关 键 词：顾客体验管理 顾客满意度 连锁快餐店 文化差异 

分 类 号：B849[哲学宗教—应用心理学]