餐饮类移动团购服务质量对顾客忠诚的影响研究

发布时间：2018-03-20 10:57

本文选题：餐饮团购　切入点：移动电子商务　出处：《南京工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：2008年美国团购网站Groupon的出现创造了新型商业模式,网络团购成为一种新的消费方式。随着移动终端设备的普遍使用,移动互联网的迅猛发展以及移动支付的推广,网络团购开始发力移动端,其基于本地生活服务的特性和移动电子商务基于位置的服务推动了移动端团购的爆炸式增长,其中,餐饮类团购占移动团购交易额的比重最大。然而,移动团购客户端售后服务不及时、餐饮企业侵犯顾客合法权益等问题影响了顾客忠诚度。因此,本文研究餐饮类移动团购服务质量对顾客忠诚的影响,旨在促进餐饮类移动团购的进一步发展。本文首先对相关文献进行整理和分析,结合餐饮类移动团购操作流程的特殊性,从移动团购客户端服务质量和餐饮企业服务质量两方面来全面衡量餐饮类移动团购的服务质量。在此基础上,以顾客满意为中介变量,构建理论模型,提出研究假设。其次,在成熟量表的基础上,结合餐饮类移动团购的特点,修订调查问卷。再次,通过发放调查问卷完成数据的收集工作,对数据进行信度效度分析、相关分析、回归分析,中介作用的检验,并验证研究假设。论文得到如下结论:(1)移动团购客户端服务质量分为网站设计、互动体验、顾客服务和移动支付四个维度;餐饮企业服务质量分为产品和互动质量和环境质量两个维度。(2)移动团购客户端和餐饮企业各方面服务质量及其各维度都正向影响顾客满意和顾客忠诚。(3)顾客满意在餐饮类移动团购服务质量对顾客忠诚的正向影响中起到中介作用。最后,对移动团购客户端和餐饮企业提高服务质量,增强顾客满意,并转化为顾客忠诚提出相关建议。本文通过对餐饮类移动团购服务质量进行维度划分,建立餐饮类移动团购顾客忠诚的理论模型,采用相关分析、回归分析、中介作用检验的方法进行实证研究,并在此基础上对移动团购客户端和餐饮企业提出建议,促进餐饮类移动团购的更好的发展。
[Abstract]:In 2008, the emergence of Groupon created a new business model, and online group purchase became a new consumption mode. With the widespread use of mobile terminal devices, the rapid development of mobile Internet and the promotion of mobile payment. The network group purchase starts to push the mobile end, its characteristic based on the local life service and the mobile electronic commerce location-based service have promoted the explosive growth of the mobile end group purchase, among them, The catering group purchase accounts for the largest proportion of the mobile group purchase transaction. However, the customer service of mobile group purchase is not timely, and the restaurant enterprise infringes on the legitimate rights and interests of the customer. Therefore, the customer loyalty is affected. This paper studies the effect of service quality of catering mobile group purchase on customer loyalty, in order to promote the further development of catering mobile group purchase. Firstly, this paper collates and analyzes the related literature, combined with the particularity of catering mobile group purchase operation process. In this paper, the service quality of mobile group purchase is comprehensively measured from two aspects: client service quality of mobile group purchase and service quality of catering enterprise. On this basis, taking customer satisfaction as intermediary variable, the theoretical model is constructed and the research hypothesis is put forward. On the basis of mature scale, combined with the characteristics of catering mobile group purchase, the questionnaire is revised. Thirdly, the data are collected by issuing the questionnaire, and the reliability validity analysis, correlation analysis and regression analysis of the data are carried out. The thesis draws the following conclusion: 1) the service quality of mobile group purchase client is divided into four dimensions: website design, interactive experience, customer service and mobile payment. The service quality of catering enterprises is divided into two dimensions: product and interactive quality and environmental quality. (2) Mobile group purchase client and catering enterprise service quality and each dimension have positive influence on customer satisfaction and customer loyalty. It plays an intermediary role in the positive effect of the service quality of mobile group purchase on customer loyalty. Finally, To improve the service quality and customer satisfaction of mobile group purchase clients and catering enterprises, and put forward related suggestions for customer loyalty. This paper divides the service quality of catering mobile group purchase service into dimensions. This paper establishes a theoretical model of customer loyalty for mobile group buying of catering, and makes empirical research on the methods of correlation analysis, regression analysis and intermediary function test, and puts forward some suggestions to mobile group buying clients and catering enterprises on this basis. Promote the better development of catering mobile group purchase.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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