O2O模式下餐饮类企业团购的顾客满意度研究.docVIP

PAGE PAGE 32 O2O模式下餐饮类企业团购的顾客满意度研究 摘要：O2O模式下的团购消费是互联网发展大环境下网络消费的一大发展趋势，而餐饮类团购成交额在团购总市场中占60%左右，是团购市场上的龙头板块之一。但是由于行业缺乏有效监管，商家互联网思维缺乏等问题，餐饮类团购的顾客满意度一直无法提高。且由于餐饮类企业团购竞争与其他行业相比更为激烈，因此，如何更好地制定企业战略，使顾客满意度提高，对提升企业核心竞争力十分重要。本文主要针对有团购经验的消费者进行研究，总结出学者们对网络顾客满意度影响因素的分析，并在已有的相关研究理论与模型的基础上，提出与本课题O2O模式更为契合的模型，建立变量假设，并通过调查问卷和SPSS进行消费者团购满意度数据的统计与分析，逐个验证假设，并定量研究各因素对于餐饮类企业团购顾客满意度的影响程度，结果显示感知可靠性，满足需求的程度，感知优惠性因素对团购满意度有着显著的正向影响，而感知风险因素对于其则有着负面的影响，从而进一步确定消费者团购的满意度影响因素，并提出相关改进建议，以期对团购网站和餐饮类企业的团购市场开发和顾客维持有所帮助。 关键词：O2O模式餐饮类企业影响因素网络顾客满意度满意度指数模型 StudyoncustomersatisfactionofcateringenterprisesO2Ogrouppurchasemode. Abstract:TheconsumergrouppurchaseisamajortrendofdevelopmentoftheInternetnetworkconsumerenvironment,andcateringgrouppurchaseturnoveraccountedformorethan6ofthetotalmarketintheconsumergrouppurchasegrouppurchase,isoneoftheleadingsector.Butduetolowbarrierstoentry,thelackofeffectivesupervision,problemssuchaslackofthinkingoftheInternetbusinesses,consumersgraduallydeclinethetrusttothecateringgrouppurchasegrouppurchase.Andbecausethecompetitionofthecateringbusinessismorefiercethanotherindustries,therefore,howtodevelopthebusinessstrategyandintegrateonlineandofflineresources,toimprovecustomersatisfaction.Thispapermainlystudiesagrouppurchaseexperienceofconsumers,summeduptheimpactofscholarsonthenetworkcustomersatisfactionfactoranalysisbasedontheanalysisofsometheoriesandmodelshavebeenproposed,andtheO2Omodelismorefittogrouppurchasecustomersatisfactionfactormodel,establishvariablehypothesis,andanalyzestheconsumergrouppurchasesatisfactiondatathroughthequestionnaireandSPSS,onebyonetoverifythehypothesis,theinfluencedegreeofvariousfactorsandquantitativeresearchtocateringenterprisesgrouppurchasecustomersatisfaction,resultsshowthatperceivedreliability,meetthedemandofthedegree,perceivedpreferencehasasignificantpositiveeffectongrouppurchasesatisfaction,perceivedriskfactorshasanegativeeffect,thusfurthertodeterminethefactorsaffectingconsumersatisfactionofgrouppurchase,inordertogrouppurchasewebsitesandbusine