1. Introduction

Catering industry is an important part of China's national economy, but also an important manifestation of people's living standards. With the rapid development of my country's economy and society, the catering industry has also shown the characteristics of diversification, individualization and branding. As one of the main forms of the catering industry, catering chain enterprises are also expanding their scale and improving their level. However, the catering chain enterprises are also facing the fierce market competition and the variability of consumer demand. How to stand out in the competition and win the favor and trust of consumers is an important topic for the catering chain enterprises.

Consumer satisfaction refers to the overall evaluation of products or services by consumers. It is a psychological state formed by consumers in the process of purchase and use, reflecting whether the needs of consumers are met and whether the expectations of products or services are met. Consumer satisfaction is an important indicator to measure the business performance of enterprises, and it is also an important factor that affects consumers' repeated purchase, recommend and loyalty. Improving consumer satisfaction can enhance the brand influence and market share of enterprises, reduce marketing costs, improve profit margins, and promote the sustainable development of enterprises.

In order to improve consumer satisfaction, catering chain enterprises need to understand the needs, expectations and feelings of consumers, evaluate the quality and level of products and services, find problems and deficiencies, and formulate improvement measures and strategies. To do this, we need to conduct research on consumer satisfaction. The survey of consumer satisfaction refers to the process of collecting, analyzing and explaining consumers' evaluation and feedback on the products and services of catering chain enterprises through scientific methods, so as to evaluate the level and influencing factors of consumer satisfaction and provide basis and suggestions for improving consumer satisfaction.

Taking Shangpu Consulting as an example, this paper introduces the research method of customer satisfaction of catering chain, including research purpose, content, object, tool, process and result analysis. This paper also combines the consumer satisfaction survey case provided by Shangpu Consulting for a hot pot chain enterprise, and shows the specific implementation and effect of the survey. The purpose of this paper is to provide a scientific, effective and practical consumer satisfaction survey method for catering chain enterprises, so as to help enterprises understand the needs, expectations and feelings of consumers, optimize products and services, and enhance competitiveness.

Research Method of 2. Catering Chain Consumer Satisfaction

(I) Research Purpose

The main objectives of the restaurant chain consumer satisfaction survey are:

Understand the overall evaluation and satisfaction of consumers with the products and services of catering chain enterprises, as well as the main factors and degrees that affect consumer satisfaction;

Understand the brand image, loyalty, word-of-mouth and recommend willingness of consumers to the catering chain enterprises, as well as the comparison and difference with competitors;

Understand the consumption characteristics, preferences and needs of consumers, as well as expectations and suggestions for the products and services of catering chain enterprises;

It provides basis and reference for catering chain enterprises to formulate and implement strategies and measures to improve consumer satisfaction.

(II) research content

The main contents of the survey on the satisfaction of catering chain consumers include:

Basic information of consumers, such as gender, age, income, occupation, education, etc;

Consumption characteristics of consumers, such as consumption frequency, consumption period, consumption amount, consumption partner, consumption motivation, etc;

Consumers' evaluation of the products and services of catering chain enterprises, such as product quality, product type, product price, service attitude, service speed, service environment, etc;

The situation of consumers' brand image, loyalty, word-of-mouth and willingness to recommend to the catering chain enterprises, such as brand recognition, brand love, brand trust, repeat purchase, recommend to others, etc;

Consumers' expectations and suggestions for the products and services of the restaurant chain, such as the areas they want to improve, the products or services they want to increase, the activities they want to carry out or the offers they want to offer.

(III) research object

The object of the research on the satisfaction of the catering chain consumers is the existing consumers or potential consumers of the catering chain enterprises, that is, the people who have consumed or have the intention to consume in the catering chain enterprises within a certain period of time. The selection of research objects should conform to the following principles:

The principle of representativeness, that is, the research object should be able to reflect the overall characteristics and distribution of consumers in the catering chain enterprises, and there should be no obvious deviation or preference;

Feasibility principle, that is, the research object should be able to easily access and obtain, can not be too high cost or difficulty;

The principle of validity, that is, the research object should

The principle of credibility means that the research object should be able to provide true, accurate and complete information, and there should be no false, misleading or omission.

According to the above principles, the restaurant chain consumer satisfaction survey object selection method can have the following:

Comprehensive survey method, that is, to investigate all consumers of catering chain enterprises, this method can obtain the most comprehensive and accurate information, but the cost is high, the time is long, difficult, suitable for the number of consumers is small or the importance of high situation;

Sampling survey method, that is, from the catering chain enterprises in accordance with certain rules and proportions to extract a part of the consumer as the research object, this method can save cost, time and energy, but need to ensure the representative and effective sampling, suitable for the number of consumers or the importance of the more general situation;

Stratified survey method, that is, according to some characteristics of consumers in catering chain enterprises, such as region, age, income, etc., consumers are divided into different levels, and then a comprehensive survey or sample survey is conducted in each level. This method can take into account the comprehensiveness and feasibility, but it is necessary to determine a reasonable stratification standard and proportion, which is suitable for situations with large differences in consumer characteristics or different importance.

(IV) research tools

The main tool for the survey of restaurant chain consumer satisfaction is the questionnaire, which is a research method to obtain the evaluation and feedback of the products and services of the restaurant chain enterprises by asking a series of questions to the respondents. The design of the questionnaire should conform to the following principles:

The principle of purpose, that is, the content and form of the questionnaire should be consistent with the purpose and content of the survey, and there should be no irrelevant or repeated questions;

The principle of simplicity, that is, the length and difficulty of the questionnaire should be moderate, not too long or too difficult, so as not to affect the participation and response of the survey subjects;

Logical principle, that is, the structure and sequence of the questionnaire should be reasonable, and there should be no jumping or conflicting questions, so as to improve the understanding and answer of the research object;

The principle of comparability, that is, the questions and options of the questionnaire should have certain standards and uniformity, and there should be no vague or ambiguous questions, in order to improve the analysis and comparison of research results.

According to the above principles, the design of the restaurant chain consumer satisfaction questionnaire can refer to the following template:

Restaurant Chain Consumer Satisfaction Questionnaire

Part I: Consumer's Basic Information

Part II: Consumer Characteristics

Part III: Consumers' Evaluation of Products and Services of Catering Chain Enterprises

Part IV: Consumer brand image, loyalty, word-of-mouth and willingness to recommend the restaurant chain