An Empirical Study on the Customer Satisfaction of Small and Medium Sized Catering Industry in the Lanzhou City

Based on the sample data collected in Lanzhou City, and based on the ordered Probit model, an analysis is made to estimate the related factors that may affect the customer satisfaction of the city. The results show that factors like the spatial structure of the dining place, tableware hygiene, serving attitude towards customers, paying time, the types of dishes, the amount of the dishes, the traffic convenience of the restaurant and the number of parking spaces, have all played a signifi- cant role in affecting the customer satisfaction. A set of evaluation system is established and the corresponding marketing strat- egies are put forth in the hope of providing reference for the development of the small and medium-sized catering businesses.