随着我国社会经济的迅猛发展，快餐业也不断焕发新的活力，在国民经济中 起着至关重要的作用。麦当劳（McDonald）作为西式连锁快餐企业的代表，于1990 年进入中国内地市场，截至2018年11月，中国内地有超过2900家麦当劳餐厅， 员工人数超过15万，在快餐业市场占据了巨大的市场份额，赢得了广大顾客的青 睐和认同。 然而，随之电商模式的日益成熟、西式快餐同质化影响和中餐连锁企业的快 速发展冲击，麦当劳从各方面承受着巨大的威胁和挑战。面对市场竞争激烈、淘 汰率高、经营成本居高不下诸多现状，提高顾客满意度成为了企业提升竞争力、 保持健康可持续发展的首选策略，势在必行。于是，丰富和深化我国麦当劳领域 的研究具有一定的现实针对性和理论价值，有利于麦当劳经济效益的提高，也为 其他西式快餐企业的发展提供一些参考和思路。 本论文首先介绍了研究的背景与意义，确定了研究的方法和技术路线。其次， 分析了顾客满意度相关概念和国内外具有代表性的满意度测评模型，在立足欧洲 顾客满意度指数模型（简称ECSI）的基础上，结合麦当劳自身特点，对麦当劳顾 客满意度指标进行选取和模型假设，并结合访谈结果，设计、优化了天津市区麦 当劳门店顾客满意度调查问卷，采取实地和网络相结合的方式进行数据收集，利 用SPSS 22.0软件对统计的数据进行描述性分析、效度信度分析、相关性分析和线 性回归分析，以检验假设和模型。最后，结合最终分析结果对假设进行了修正， 并提出提升麦当劳顾客满意度四方面的对策。主要涵盖：正视顾客“精神性”需 求，提高顾客就餐体验；注重质量管理，打造产品特色；强化卫生管理，提高清 洁水准；建立服务补救机制。 关键词：顾客；满意度；满意度指数；麦当劳 II Abstract With the rapid development of China's social economy, the fast food industry is also coruscating new vitality and playing a vital role in the national economy. As a representative of western fast food chain, McDonald's entered the Chinese mainland market in 1990. As of November 2018, there are more than 2900 McDonald's restaurants in the Chinese mainland with more than 150,000 employees, occupying a huge market share in the fast food industry and winning the favor and recognition of customers. However, with the increasingly mature e-commerce model, the influence of the homogenization of western fast food and the impact of the rapid development of Chinese chain enterprises, McDonald's is facing great threats and challenges from all aspects. In the face of fierce market competition, high elimination rate and high operating costs, improving customer satisfaction has become the preferred strategy for enterprises to enhance competitiveness and maintain healthy and sustainable development, which is imperative. Therefore, enriching and deepening the research on McDonald's in China has certain practical pertinence and theoretical value, which is conducive to the improvement of McDonald's economic benefits and provides reference and ideas for the development of other western fast food enterprises. This paper first introduces the background and significance of the research, and determines the research method and technical route. Secondly, the paper analyzes the concepts of customer satisfaction and representative satisfaction evaluation model, both at home and abroad in Europe customer satisfaction index model (ECSI) based on the basis of, combined with the characteristics of McDonald's, the McDonald's customer satisfaction index selection and model hypothesis, and connecting with the interview results, the design, optimization of the tianjin urban McDonald's customer satisfaction questionnaire, adopt the method of combining field and network for data collection, using SPSS 22.0 software descriptive analysis of statistical data, the validity of the reliability analysis, correlation analysis and linear regression analysis, in order to test hypotheses and models. Finally, the hypothesis was revised based on the final analysis results, and the four-sided countermeasures were proposed to improve customer satisfaction of McDonald's. Mainly covers: face up to customers' "spiritual" needs, improve customers' dining experience; Pay attention to quality management, create III product characteristics; Strengthen health management, improve the level of cleanliness; Establish a service recovery mechanism. Key Words: The customer；Degree of satisfaction ；Satisfaction index；McDonald's IV 目 录 第一章 绪论 ................................................ 1 1.1 研究背景 ............................................................. 1 1.2 研究意义 ............................................................. 1 1.3 研究内容和思路 ........................................................ 3 1.4 研究方法和技术路线 .................................................... 3 1.4.1 研究方法 ........................................................ 3 1.4.2 技术路线 ........................................................ 5 第二章 相关概念与理论基础 .................................. 6 2.1 顾客满意相关概念 ...................................................... 6 2.1.1 顾客满意 ........................................................ 6 2.1.2 顾客满意度 ...................................................... 7 2.1.3 顾客满意度指数及模型 ............................................ 7 2.2 国内外研究文献综述 .................................................... 8 2.2.1 国外研究文献综述 ................................................ 8 2.2.2 国内研究文献综述 ................................................ 9 2.3 顾客满意度测评模型 ................................................... 10 2.3.1 SCSB 模型 ...................................................... 10 2.3.2 ACSI 模型 ...................................................... 11 2.3.3 ECSI 模型 ...................................................... 13 第三章 麦当劳顾客满意度指标选取及模型假设 ................. 16 3.1 研究目的 ............................................................ 16 3.2 满意度因素的确定 ..................................................... 16 3.2.1 顾客预期 ....................................................... 17 3.2.2 实用性感知与精神性感知 ......................................... 17 3.2.3 感知价值 ....................................................... 17 3.2.4 顾客满意 ....................................................... 18 3.3 观测变量的选择 ....................................................... 18 3.4 模型构建与模型结构变量关系假设 ....................................... 20 第四章 天津市区麦当劳顾客满意度实证调查研究 ............... 22 4.1 天津市区麦当劳概况 ................................................... 22 4.2 研究方法 ............................................................ 22 4.2.1 问卷调查法 ..................................................... 22 4.2.2 定量研究法 ..................................................... 23 4.3 问卷设计与发放 ....................................................... 23 4.3.1 访谈........................................................... 23 V 4.3.2 调查问卷的确定 ................................................. 23 4.3.3 问卷的发放与收集 ............................................... 24 4.4 数据分析 ............................................................ 25 4.4.1 样本描述 ....................................................... 25 4.4.2 描述性分析 ..................................................... 26 4.4.3 信度和效度分析 ................................................. 27 4.4.4 相关性分析 ..................................................... 28 4.4.5 回归性分析 ..................................................... 35 4.5 本次调查分析的结论 ................................................... 37 4.5.1 结论........................................................... 37 4.5.2 对麦当劳满意度假设模型的修正 ................................... 38 第五章 提升麦当劳顾客满意度的对策 ......................... 40 5.1 正视顾客“精神性”需求，提高顾客就餐体验 ............................. 40 5.1.1 优化就餐环境，营造良好氛围 ..................................... 40 5.1.2 创新服务手段，丰富服务内涵 ..................................... 41 5.1.3 统筹把握，设计最佳就餐流程 ..................................... 41 5.2 注重质量管理，打造产品特色