| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 105 === This research is based on " Shanghai Laowang Cooking Pot Materia " as the study case to build management opportunities grid. The catering market in China is rapid increase because of the higher consuming capability. In Shanghai, owing to firms have to face more competitor than before and lack of the labor force, the catering industry is to be in a super competition era (hyper competition). For this reason, we choose Laowang to be our object and to research what competitive advantages make it grow rapidly in Shanghai.
This study through 212 questionnaires and 1042 questionnaires of actual dining people who pay the bill single questionnaire, take different regions, different forms of shops (street shops and department store) as the research object, the questionnaire in each item of degree of importance and satisfaction degree of branch number of points number of figures / data statistics, and further consolidation classification, and subdivided into A and B two kinds of questionnaire, in addition to the A meal questionnaire, through the management opportunities grid to examine customer meals provided for positive food " Shanghai Laowang Cooking Pot Materia " service feel degree of satisfaction and importance, in order to understand the real needs of customer satisfaction and are not satisfied with the project, further improve the management. On the other hand, this study also aimed at the actual B questionnaire, this research considers that the actual sensitivity for people who pay the bill after a meal may be higher; moreover we can acquire direct feeling by our customer to know the quality-price ratio of Laowang
In addition, the results of this study will help manager to understand the different needs of customers in different region and people’s inner thoughts after dining; moreover we can obtain the actual quality-price ratio price from people who pay the bill after dinning and his degree of satisfaction. In the other hand, these results make manager to dynamic adjust strategy from consumers’ taste, atmosphere and service projects to truly meet consumers’ expectation, so that consumers will turn his satisfaction into loyalty.
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