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市场调查研究报告-对美国中国式餐馆顾客满意度和行为意向的调查研究

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-08编辑:felicia点击率:7000

论文字数:6683论文编号:org201408071841508197语种:英语论文 English地区:中国价格:免费论文

关键词:市场调查研究报告客户满意度行为意图中国餐馆customer satisfactionbehavioral intentions

摘要:本文是一篇市场调查研究论文(marketing research proposal)。美国是一个多元文化和多民族的国家,在美国市场,美国民族食品市场年销售额750亿美元,65%左右是归因于餐饮业,然而,民族餐馆的快速增长是由多方面的原因引起的。随着生活方式的变化和外出就餐变得越来越普及,许多客户强烈要求新口味,体会不一样的味觉享受。本文对此进行了调查研究。

影响客户满意度和行为意图的重要因素是什么?

作品简介:

项目目标:

在美国对中国餐馆的看法。什么影响了客户满意度和行为意愿?

目的:

分析在美国的中国餐馆中客户的行为意图

分析对美国的中国餐馆的看法

评估和分析影响客户满意度和行为意图。


美国是一个多元文化和多民族的国家,这个国家多样性的趋势预计将持续增加(Josiam蒙泰,2004;Sukalakamala博伊斯,2007)。在美国餐饮市场,文化和种族多样性就是从多样化的和民族化的餐馆体现出来的。美国民族食品市场年销售额750亿美元,65%左右是归因于餐饮业(美国民族食品市场,2005)。然而,民族餐馆的快速增长不完全是由越来越多的新移民引起的。事实上,75%的民族食品消费来自非民族性的c客户(美国民族食品市场,2005)。随着生活方式的变化和外出就餐变得越来越普及,许多客户强烈要求新口味,体会不一样的味觉享受。


What affects customer satisfaction and behavioral intentions?

Introduction:

Aim of Project:

Perception of Chinese restaurant in the U.S: What affects customer satisfaction and behavioural intentions?

Objectives:

To analyse the customer's behavioural intentions for Chinese restaurant in U.S.

To analyse the perception of Chinese restaurant in the U.S.

To evaluate and analyse what affects customer satisfaction and behavioural intentions.


The United States is a multicultural and multiethnic nation and this national trend of diversity is expected to consistently increase (Josiam and Monteiro, 2004; Sukalakamala and Boyce, 2007). One reflection of this cultural and ethnic diversity is the variety and prosperity of ethnic restaurants in the American foodservice market. The U.S. ethnic food market generates $75 billion in annual sales, around 65% of which is attributed to the foodservice industry (US ethnic food market, 2005). Yet, the fast growth of ethnic restaurants is not driven entirely by the growing number of new immigrants. In fact, 75% of ethnic food consumption comes from non-ethnic customers (US ethnic food market, 2005). As lifestyles change and dining out becomes more and more commonplace, many customer's desire new flavours and experiences.


Along with this popularity is the rapid development of Chinese restaurants. According to Chinese restaurants news (2007), there are about 43,139 Chinese restaurants in the United States, which is more than the total number of all McDonalds Wendy's and burger king domestic outlets combined. Chinese restaurants generate over $17.5 billion annual sales, accounting for about one fourth of overall annual sales generated by ethnic restaurants in the U.S. (Chinese Restaurant News, 2007). Known for its good taste and great value for the price, Chinese cuisine is among the “big three” most popular ethnic cuisines in the U.S. food service market (National Restaurant association, 1995). It is estimated that 90% of the American population has tried Chinese food and 63% of Americans eat Chinese food each month (George, 2001). 


Facing more sophisticated American consumers and increasing competition in the restaurant industry, Chinese restaurants can no longer succeed by depending on good taste or low price alone. According to National Restaurant Association (2000a,b), due to an increased familiarity with ethnic food. American consumers' attitudes toward ethnic cuisine have recently changed. Today, an exotic experience is not enough to attract consumers to an ethnic restaurant. Customers are no longer willing to trade off inferior service or atmosphere for an opport论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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