基于SEM的快餐店顾客口碑传播模型研究

发布时间：2018-05-26 04:12

本文选题：结构方程模型 + 快餐店　；参考：《合肥工业大学》2012年硕士论文

【摘要】：目前，随着人们对食品安全以及营养健康等方面要求的进一步提高，快餐企业面临新的发展机遇和挑战。如何以最经济、最有效的手段提升自身影响力和赢得更多的客户，已成为快餐企业均亟需解决的问题。便捷的快餐是上班族和人们外出的首选，顾客口碑传播对其影响很大。本文应用结构方程模型(SEM)研究了快餐店顾客口碑传播问题。首先，本文概括了口碑、口碑传播和SEM等方面的研究现状及存在问题；简介了顾客感知质量、感知价值、满意度、忠诚度和口碑传播等相关理论。其次，在文献分析和实际调研的基础上，以顾客感知质量、感知价值、满意度、忠诚度和口碑传播为潜变量建立了模型结构架构，给出了模型的相关假设。再次，为了使分析具体方便，恰合实际问题，对每个潜变量分别建立了二级指标和三级观测点，具体的二级指标如下：产品、服务和用餐环境；功能性价值、情感性价值和社会性价值；总体满意度、与期望相比满意度和与理想相比满意度；态度忠诚和行为忠诚；传播意愿和传播方式。最后，通过对A省的一家典型的本地快餐连锁企业的问卷调查获取实证所需数据，借助AMOS软件对提出的模型进行了实证分析，得到了模型中各潜变量间、潜变量与其观测变量间的因果关系及关系的强度；通过与企业实际情况的比较，发现所提模型的分析结果符合企业实际，表明了该模型是有效的。本文的研究成果可以作为该企业的市场营销和策划的重要依据，，也可以成为客户关系管理部门决策的参考。
[Abstract]:At present, with the further improvement of food safety and nutrition health, fast food enterprises are facing new opportunities and challenges. How to improve their influence and win more customers by the most economical and effective means has become an urgent problem for fast food enterprises. Convenient fast food is the first choice for office workers and people to go out, and the spread of customer word of mouth has a great impact on it. In this paper, the structure equation model (SEM) is used to study the spread of customer's word of mouth in fast food restaurants. Firstly, this paper summarizes the current situation and existing problems of word-of-mouth, word-of-mouth communication and SEM, and introduces the theories of customer perceived quality, perceived value, satisfaction, loyalty and word-of-mouth communication. Secondly, on the basis of literature analysis and actual investigation, the model structure is established with customer perceived quality, perceived value, satisfaction, loyalty and word of mouth as latent variables, and the relevant assumptions of the model are given. Thirdly, in order to make the analysis convenient and practical, the secondary index and the third level observation point are established for each latent variable. The specific secondary indicators are as follows: product, service and dining environment; functional value. Affective value and social value; overall satisfaction, satisfaction compared with expectation and satisfaction with ideal; attitude loyalty and behavior loyalty; communication intention and mode of communication. Finally, through the questionnaire survey of a typical local fast food chain enterprise in A province, we obtain the data needed for the demonstration, and use AMOS software to make an empirical analysis of the proposed model, and get the potential variables in the model. The causality and the intensity of the relationship between the latent variable and its observed variable are compared with the actual situation of the enterprise, and the analysis results of the proposed model are in line with the actual situation of the enterprise, which shows that the model is effective. The research results of this paper can be used as an important basis for the marketing and planning of the enterprise, and also as a reference for the decision of the customer relationship management department.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719.3;G206;F224

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