基于证据推理的快餐店顾客满意度评价方法  

An Evidence Reasoning-Based Evaluation Method of Customer Satisfaction Degree of Fast-Food Chain Store

作　　者：汪伟[1] 钟金宏[1,2] 李兴国[1,3] 

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]过程优化与智能决策教育部重点实验室,安徽合肥230009 [3]合肥工业大学电子商务研究中心,安徽合肥230009

出　　处：《计算机技术与发展》2012年第5期258-260,F0003,共4页Computer Technology and Development

基　　金：安徽省自然科学基金(090416249);安徽省人文社科研究重点项目(2011sk006zd)

摘　　要：结合快餐店的特点,选取对快餐店顾客满意度有重要影响的评价指标,运用专家打分的方法确定各评价指标的权重,从产品、服务和环境三个方面建立快餐店顾客满意度的评价指标体系。针对实际评价过程中信息不完全和问卷选项不标准等问题,设计了一种基于证据推理的快餐店顾客满意度评价方法。通过安徽省某公司的8家连锁快餐店的实例分析,验证了所提评价方法的有效性和实用性,并依据评价结果给出了提高顾客满意度的合理化建议,对快餐行业的经营活动具有一定的指导作用。Based on the characteristic of the fast-food store, selected the evaluation index that greatly influenced the customer satisfaction degree,and used the method of expert-scoring to determine the weight of each index,the evaluation index system of customer satisfaction degree of the fast-food store is constructed from three parts of the product, service and environments. In the view of the incomplete infor- mation in the evaluation process and the option of questionnaire is non-standard, an evaluation method of customer satisfaction degree of the fast-food store based on evidence reasoning is designed. By the case analysis of eight fast-food chain stores of a company in Anhui Province, the proposed approach is validated. According to the evaluation results, put forward some reasonable suggestions to improve customer satisfaction degree of the fast-food store, which are conducive to business activities of fast-food industry.

关 键 词：证据推理 快餐店 顾客满意度 指标体系 

分 类 号：F272.3[经济管理—企业管理]