大学生用户对“饿了么”餐饮外卖平台的满意度调查研究

发布时间：2018-03-22 11:38

本文选题：餐饮外卖　切入点：O2O　出处：《宁波大学》2017年硕士论文　论文类型：学位论文

【摘要】：大学校园市场占到餐饮外卖O2O市场比重的三分之一,成为餐饮外卖O2O的主要客户。面对着校园市场顾客满意度不断下降,原本极具优势的外卖O2O模式也面临危机。研究大学生用户对“饿了么”的满意度及其影响因素,有助于推动“饿了么”餐饮外卖在校园市场的长远发展,继而对新型的餐饮商业模式存在的问题进行剖析,使其发展更加规范。本研究以感知价值对客户满意度影响模型为基础,综合考虑大学生市场外卖O2O的商业特点,采用实证分析方法调查研究“饿了么”餐饮外卖平台大学生用户满意度情况与提升建议。首先,通过阅读大量国内外相关文献,对其进行广泛深入的理论研究,梳理O2O顾客满意度的影响因素;然后深入剖析了“饿了么”餐饮外卖平台的发展与运作流程;接着构建评价指标体系并建立理论模型,借鉴国内外成熟量表,设计出调查问卷;最后利用SPSS、AMOS软件对收集的问卷进行描述性统计、信效度检验、满意度分析和结构方程研究,明确指标的满意度与重要性,应用四分位图分析调查结论并提出相应的管理建议。本研究就大学生用户对“饿了么”餐饮外卖平台满意度进行调研,并通过实证分析探究提高大学生满意度的有效措施,为“饿了么”外卖在大学生市场健康平稳发展提供指导意见。
[Abstract]:The university campus market accounts for 1/3 of the take-out O2O market, becoming the main customer of the O2O take-out market. Facing the declining customer satisfaction in the campus market, The O2O model, which originally had great advantages, is also facing a crisis. The study of college students' satisfaction with "hungry" and its influencing factors will help promote the long-term development of "hungry" take-out in the campus market. Then the problems existing in the new catering business model are analyzed to make its development more standardized. Based on the model of the impact of perceived value on customer satisfaction, this study comprehensively considers the commercial characteristics of take-out O2O in college students' market. Using the method of empirical analysis to investigate and study the customer satisfaction of college students in the food and beverage take-out platform and the suggestions to promote it. Firstly, through reading a large number of domestic and foreign relevant literature, the author carries on extensive and in-depth theoretical research on the food and beverage take-out platform. Combing the influencing factors of O2O customer satisfaction; then deeply analyzing the development and operation process of "hungry man" food delivery platform; then constructing the evaluation index system and theoretical model, drawing lessons from the mature scale at home and abroad, designing the questionnaire; Finally, using SPSS Amos software, the questionnaire collected was analyzed by descriptive statistics, reliability and validity test, satisfaction analysis and structural equation study, and the satisfaction and importance of the indicators were determined. This study investigates the satisfaction of college students on the food delivery platform of "hungry man", and explores the effective measures to improve the satisfaction of college students through empirical analysis. Provides guidance for the healthy and stable development of the college students' market.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3

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