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

（一）调研目的

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

了解消费者对餐饮连锁企业的产品和服务的总体评价和满意程度，以及影响消费者满意度的主要因素和程度；

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;

了解消费者的消费特征、偏好和需求，以及对餐饮连锁企业的产品和服务的期望和建议；

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

(II) research content

餐饮连锁消费者满意度的调研的主要内容包括：

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;

消费者对餐饮连锁企业的产品和服务的期望和建议，如希望改进的方面、希望增加的产品或服务、希望开展的活动或优惠等。

(III) research object

餐饮连锁消费者满意度的调研的对象是餐饮连锁企业的现有消费者或潜在消费者，即在一定时间内在餐饮连锁企业消费过或有消费意向的人群。调研对象的选择应该符合以下原则：

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;

可行性原则，即调研对象应该能够方便地接触和获取，不能有过高的成本或难度；

有效性原则，即调研对象应

可信性原则，即调研对象应该能够提供真实、准确、完整的信息，不能有虚假、误导、遗漏的情况。

根据以上原则，餐饮连锁消费者满意度的调研对象的选择方法可以有以下几种：

全面调查法，即对餐饮连锁企业的所有消费者进行调研，这种方法可以获得最全面、最准确的信息，但是成本高、时间长、难度大，适用于消费者数量较少或重要性较高的情况；

抽样调查法，即从餐饮连锁企业的消费者中按照一定的规则和比例抽取一部分作为调研对象，这种方法可以节省成本、时间和精力，但是需要保证抽样的代表性和有效性，适用于消费者数量较多或重要性较一般的情况；

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.

（四）调研工具

餐饮连锁消费者满意度的调研的主要工具是问卷，问卷是一种通过向调研对象提出一系列的问题，以获取其对餐饮连锁企业的产品和服务的评价和反馈的调研方法。问卷的设计应该符合以下原则：

目的性原则，即问卷的内容和形式应该与调研的目的和内容相一致，不能有无关或重复的问题；

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;

逻辑性原则，即问卷的结构和顺序应该合理，不能有跳跃或冲突的问题，以便提高调研对象的理解和回答；

可比性原则，即问卷的问题和选项应该有一定的标准和统一，不能有模糊或歧义的问题，以便提高调研结果的分析和比较。

根据以上原则，餐饮连锁消费者满意度的问卷的设计可以参考以下模板：

餐饮连锁消费者满意度调研问卷

第一部分：消费者的基本信息

第二部分：消费者的消费特征

第三部分：消费者对餐饮连锁企业的产品和服务的评价

第四部分：消费者对餐饮连锁企业的品牌形象、忠诚度、口碑和推荐意愿的情况