INFLUENCE OF PRICE STRATEGY ON CUSTOMER SATISFACTION IN RESTAURANT BUSINESS

Abstract

The objectives of this study were: 1) to study demographic data that effect to customer sarisfaction in restaurant businesses. 2) to study the opinion on pricing effect which effect to customer sarisfaction in restaurant businesses. And 3) to study the restaurant on pricing effect which effect to customer sarisfaction in restaurant businesses. This study was quantitative research. The population in 3200 customers from X chain restaurants in Zheng Zhou. The sample size is 344 customers determined by Krejcie and Morgan Table’s. The research instrument was a 5-rating scale questionnaire through their electronic device. Statistics frequency, percentage, mean and multiplied. The research results revealed that: 1) Demographic data for Customer feedback reflects the store's emphasis on new and old customers. The more feedback information about prices the store adopts and implements, the more sincere customers will feel toward the store, and they will be moved to make natural purchases, resulting in higher satisfaction. 2) Effective pricing strategy can improve customer satisfaction. Among them, the more precise the group positioning, the more suitable the price positioning is for the target users. And 3) The more diverse the design of special price packages, the more reasonable the prices, and the richer the package content, the more customers feel that it is worth it. Customer satisfaction will be higher.