摘要
在分别构建餐饮业顾客体验和品牌引力评价指标体系的基础上,运用耦合协调度评价模型,以长沙市餐饮业为例,利用餐饮大数据进行实证分析。研究表明:长沙市餐饮业顾客体验与品牌引力整体上处于拮抗耦合、勉强耦合协调阶段;其九个行政区域的耦合协调度有所差异。鉴此,企业应改进关键因素,持续增强品牌引力;确保品牌质量,提升顾客消费体验;不同区域发展方向应各有侧重;减少虚假评论,抵制竞价排名,从而推动长沙市乃至全国餐饮业更高质量和更高水平发展。
This paper constructed the customer experience evaluation and brand attraction evaluation index systems respectively,and conducted an empirical analysis with catering big data in Changsha city,using the coupling and coordination evaluation model.The research shows that the customer experience and brand attraction of Changsha's catering industry are in the stage of antagonistic coupling and barely coupling coordination as a whole;the coupling coordination degree of its nine administrative regions is different.The results show:improve key factors and continue to enhance brand attraction;ensure brand quality and enhance customer consumption experience;different regions should have their own development directions;reduce false comments and resist paid listing;thereby promoting the development of higher quality and higher level of catering industry in Changsha and even the whole country.
作者
杨懿
谭雨微
陈明祥
YANG Yi;TAN Yuwei;CHEN Mingxiang(School of Business and Tourism Management of Yunnan University,Kunming,Yunan 650091,China;Washington State University,Pullman 99163,USA)
出处
《财经理论与实践》
CSSCI
北大核心
2020年第6期141-148,共8页
The Theory and Practice of Finance and Economics
基金
国家社会科学基金项目(19CJY052)
云南省万人计划青年拔尖人才专项
云南省中青年学术技术带头人后备人才项目
云南大学青年英才培育计划。
关键词
大数据
顾客体验
品牌引力
耦合协调度
big data
customer experience
brand attraction
coupling coordination
