A study on the correlation between Marketing strategies and Operation performance of restaurant chains

Eating-out population has been increasing because of the rapid growth of domestic economy,the enhancement of consuming ability,and the change of diet habit that the catering industry has emerged. this study aimed to discuss the relations between marketing strategies and operation performance of restaurant chains. with on-site questionnaire survey,the staff and the consumers in 10 terracotta house restaurant chains were selected as the research subjects for total 250 questionnaires distribution. 193 valid copies were collected with the retrieval rate 77.2 %. with spss statistic analysis software,the data were further analyzed by factor analysis,regression analysis,and hierarchical regression analysis. the research outcomes showed that (1) marketing strategies and operation performance presented significantly positive effects; (2) service innovation and marketing strategies displayed remarkably positive effects; (3) service innovation and operation performance showed notably positive effects; and (4) the interaction between marketing strategies and service innovation appears outstandingly positive effects on operation performance. at the end,this study expected to provide the research outcomes for restaurant chains to effectively implement and develop marketing strategies and service innovation. © 2011 pakistan journal of statistics.