目录
摘要 II
关键词 II
Abstract III
引言
引言 1
1 研究方法 2
1.1 文献法 2
1.2 问卷调查法 2
1.3 Kano模型与BetterWorse分析法 3
1.3.1 Kano模型及应用 3
1.4 茶饮体验的需求项目研究 3
1.4.1 确定消费者茶饮体验需求项目 3
1.4.2 消费者茶饮体验需求项目分类 4
2 结果与分析 5
2.1 Kano属性分析 7
2.2 BetterWorse分析 7
3 讨论 9
3.1 解决基本需求 9
3.2 改善期望型需求 10
3.3 满足兴奋型需求 10
3.4 注意无差异需求 11
3.5 建立茶饮体验顾客评价体系框架 11
3.6 结论 13
致谢 14
参考文献： 15
附录A 16
附录B 21
茶饮体验消费预期与顾客满意度的关联性研究
摘 要
随着体验式营销体系的构建和完善，茶饮体验向多元化发展。企业只有充分了解人们的茶饮体验消费行为特征，才能提供令消费者更加满意的产品和服务，促进形成忠诚的购买力，提高企业竞争力。为了解茶饮体验消费预期与顾客满意度的关联性，本文在随机调查消费者、查阅文献、电话访谈茶馆经营人员的基础上，从需求角度寻找影响消费者茶饮体验满意度的要素。设计基于Kano模型的茶饮体验消费需求调查问卷，对消费者的茶饮体验需求项目进行分类，识别每个需求项目对满意度的影响，引入BetterWorse系数分析，绘制满意度四分图。基于满意度四分图中各需求项目分布情况，判断需求类型，提出提高顾客茶饮体验满意度的措施。最后根据相应重要度数据将消费者需求项目分类结果进行科学合理的分配，从需求角度构建茶饮体验评价体系，帮助茶饮企业提高服务质量。
RESEARCH ON THE RELATIONSHIP  *51今日免费论文网|www.51jrft.com +Q: #351916072# 
BETWEEN TEA EXPERIENCE CONSUMPTION EXPECTATION AND CUSTOMER SATISFACTION
ABSTRACT
With the construction and improvement of the experiential marketing system, the tea experience is developing towards diversification. Only when enterprises fully understand the characteristics of peoples tea experience consumption behavior, can they provide more satisfactory products and services to consumers, promote the formation of loyal purchasing power, and improve the competitiveness of enterprises. In order to understand the relationship between tea experience consumption expectation and customer satisfaction, based on the random survey of consumers, literature review and telephone interview with tea house operators, this paper looks for the factors that affect customer satisfaction from the perspective of demand. Design a questionnaire based on Kano model for tea experience consumption demand, classify the tea experience demand items of consumers, identify the impact of each demand item on satisfaction, introduce better worse coefficient analysis, and draw the satisfaction quarter diagram. Based on the distribution of each demand item in the satisfaction quadrant, the demand type is judged, and the measures to improve the satisfaction of customers tea experience are put forward. Finally, according to the corresponding importance data, the classification results of consumer demand items are allocated scientifically and reasonably, and the tea experience evaluation system is constructed from the perspective of demand to help tea enterprises improve service quality.

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