The Study of Relationship Between Diversification Strategy and Customers Performance in Service Industry—An Example Analysis of High-End Catering Enterprise in Beijing

Abstract

Due to the limited service industry scale, implementing diversification strategy is an effective way of the service industry enterprises to achieve expand the business objectives. However, which diversified forms for companies is effective for implementing the strategy of diversifying enterprise? The study will use the high-end restaurant chain enterprises which have used strategy of diversifying in Beijing city as the research object. Data are collected on the basis of Hankow Thames on September 20, 2015. Our empirical analysis of a large sample of 125 chain restaurants after excluding using spss21. The study found that product diversification and localization diversification had a negative influence on customers’ performance, and horizontal diversification had a positive influence on customer performance.