O2O模式下餐饮外卖顾客满意度研究

发布时间：2018-03-11 05:32

本文选题：O2O模式　切入点：餐饮外卖　出处：《中南林业科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：在互联网+时代,O2O(Online To Offline)电子模式的快速发展给餐饮业带来了巨大的机遇与挑战,基于O2O模式的餐饮外卖成为团购之后餐饮企业重点关注、发展前景大的领域。imedia Research(艾媒咨询)最新发布,2016年中国在线订餐市场规模达到1662.4亿元,增长率为23.1%。顾客在消费过程中的满意程度对O2O模式下餐饮外卖行业的发展有重要影响,所以,建立O2O模式下餐饮外卖顾客满意度评价模型,通过实证分析提出改善O2O模式下餐饮外卖顾客满意度的建议与对策,对O2O模式下餐饮外卖行业的发展具有重要的意义。本文基于O2O模式下餐饮外卖行业的研究现状,构建O2O模式下餐饮外卖顾客满意度评价模型,通过实证分析研究影响O2O模式下餐饮外卖顾客满意度的指标,并提出相应的建议和对策,主要研究内容包括以下几个方面。(1)对国内外的相关研究成果进行文献分析的基础上,结合O2O模式下餐饮外卖的特点,构建了O2O模式下餐饮外卖顾客满意度评价模型,包括6类共32个满意度评价指标,提出顾客满意度的9个假设。(2)选取长沙市大学生作为餐饮顾客满意度研究对象,采用网络问卷调查法对餐饮外卖顾客满意度进行调查研究,最终回收有效问卷406份,整体满意度偏向满意。(3)使用SPSS17.0对问卷调查数据进行描述性统计分析、单因素方差检验、相关分析、回归分析,结果发现影响O2O模式下餐饮外卖满意度的程度由高到低分别是订餐平台安全性(0.318)、餐品质量(0.288)、餐饮外卖的服务质量(0.279)、订餐平台营销水平(0.260)、订餐平台信息因素(0.109)。(4)根据实证分析的结果,为O2O模式下餐饮外卖企业提出具有针对性与应用性的经营策略,大大提高顾客满意度,有效提高餐饮企业的核心竞争力。
[Abstract]:In the Internet era, the rapid development of the online to offline electronic model has brought great opportunities and challenges to the catering industry. The takeout based on the O2O model has become the focus of attention of the catering enterprises after group purchase. China's online food ordering market in 2016 reached 166.24 billion yuan, a growth rate of 23.1.The satisfaction of customers in the process of consumption has an important impact on the development of the takeout industry under the O2O model. Therefore, the evaluation model of catering take-out customer satisfaction is established under the O2O model, and the suggestions and countermeasures to improve the customer satisfaction under the O2O model are put forward through the empirical analysis. It is of great significance to the development of the takeout industry under the O2O mode. Based on the current research situation of the takeout industry under the O2O model, this paper constructs an evaluation model of the customer satisfaction of the takeout under the O2O model. Through the empirical analysis of the impact of O2O model on customer satisfaction indicators, and put forward the corresponding suggestions and countermeasures, the main content of the study includes the following aspects: 1) on the basis of literature analysis of domestic and foreign related research results, Based on the characteristics of takeout in O2O mode, the evaluation model of customer satisfaction in O2O mode is constructed, which includes 32 evaluation indexes of 6 categories. Nine hypotheses of customer satisfaction were put forward. Changsha university students were selected as the research object of catering customer satisfaction. The online questionnaire was used to investigate the customer satisfaction of catering take-out. Finally, 406 valid questionnaires were collected. SPSS17.0 was used to analyze the questionnaire data, single factor variance test, correlation analysis, regression analysis. The results showed that the degree of satisfaction of catering take-out under O _ 2O mode was 0.318g, 0.288, 0.279, 0.260, 0.109, 0.109 and 0.109 respectively. The results of the empirical analysis, In order to improve the satisfaction of customers and improve the core competitiveness of catering enterprises, this paper puts forward targeted and applicable management strategies for catering takeout enterprises under O _ 2O mode.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F719.3

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