Search

Analysis of the Factors Influencing Customer Satisfaction at Song Chongqing Hotpot in Guangzhou

Author(s)

Xiaohui Chen, Wenjie Su*

Affiliation(s)

School of Management, Guangzhou City University of Technology, Guangzhou, Guangdong, China *Corresponding Author.

Abstract

This study aims to analyze the key factors influencing customer satisfaction at Song Chongqing Hotpot in Guangzhou. The research targets customers of this brand, employing a questionnaire survey method to collect data and utilizing structural equation modeling in conjunction with the China Customer Satisfaction Index (CCSI) model for empirical analysis. The study examines potential variables such as brand image, customer expectations, perceived quality, perceived value, customer satisfaction, and customer loyalty. The findings indicate that brand image, customer expectations, and perceived quality have a significant positive impact on customer satisfaction, with brand image directly influencing customer expectations and perceived quality, while customer expectations have the greatest effect on customer satisfaction. Perceived value serves as a partial mediator between brand image, customer expectations, perceived quality, and customer satisfaction. Furthermore, the level of customer satisfaction significantly affects customer loyalty. Based on these findings, we recommend that catering enterprises focus on enhancing brand image, improving customer expectation management, continuously optimizing service quality and food taste, and increasing perceived value to achieve dual improvements in customer satisfaction and loyalty.

Keywords

Customer Satisfaction; Song Chongqing Hotpot; CCSI; SEM; Customer Expectations; Brand Image

References

[1]James L. Heskett, W. Earl Sasser Jr., Christopher W.L. Hart. Service Breakthroughs: Changing the Rules of the Game. New York: The Free Press, 1990. [2]Hallowell R. The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study. International Journal of Service Industry Management, 1996, 7(4): 27-42. [3]Anderson, E.W., Fornell C., Lehmann D.R. Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 1994,58(3):53-66.