社区支持农业顾客满意度研究

发布时间：2019-04-02 13:51

【摘要】：社区支持农业其作为舶来品被引进中国后很快就与本土文化融合,形成了具有中国特色的新型有机农业生产发展模式。但在快速发展同时也暴露出农产品品质差、服务管理水平低下等诸多问题,损害了顾客的体验质量,造成顾客满意度下降,顾客数量减少,而顾客是农场得以生存和发展的基础。因此,有必要理清影响顾客满意度的因素,了解顾客的真实需求,构建社区支持农业顾客满意度测评体系,对社区支持农业顾客满意度进行深入研究。本文通过问卷调查、深度访谈等的形式收集福州、厦门地区CSA顾客群体(佳美有机农场、西畴农场、归真园、土笆笆有机农场)对CSA农场环境、产品品质、服务管理水平的满意程度及重要性评价。在研究过程中,首先使用因子分析法对影响顾客满意度因素进行筛选,并通过顾客赋权法来确定影响因素的权重；其次利用Pearson相关关系分析法来确定各测评指标同与顾客整体满意度间的相关关系；最后通过四分图模型对顾客满意度进行分析。通过实证分析发现,可以把影响顾客满意度各因素分为农场的环境、产品品质、服务管理水平3大影响因子；在四分图模型评测中,16个测评指标有11个归入优势象限,并通过CSA顾客满意度测评体系得出社区支持农业顾客满意度指数为3.7535,可知社区支持农业的整体满意度水平不是很高,处于中等水平。
[Abstract]:After the community supported agriculture was introduced into China as an imported product, it merged with local culture and formed a new type of organic agricultural production development model with Chinese characteristics. However, at the same time, the rapid development also exposed many problems such as poor quality of agricultural products, low level of service management and so on, which damaged the quality of customer experience, resulting in a decline in customer satisfaction and a reduction in the number of customers. And customers are the basis for the survival and development of the farm. Therefore, it is necessary to clarify the factors that affect customer satisfaction, to understand the real needs of customers, to construct the evaluation system of community support agricultural customer satisfaction, and to conduct in-depth research on community support agricultural customer satisfaction. This paper collected CSA customer groups (Jiamei Organic Farm, Xichuan Farm, Guizhen Garden, Tuba fence Organic Farm) in Fuzhou and Xiamen in the form of questionnaire survey, in-depth interview, etc., to the CSA farm environment, product quality, and so on. Satisfaction and importance evaluation of service management level. In the research process, firstly, the factor analysis method is used to screen the influencing factors of customer satisfaction, and the weight of influencing factors is determined by customer weighting method. Secondly, the Pearson correlation analysis method is used to determine the correlation between each evaluation index and customer satisfaction. Finally, the customer satisfaction is analyzed by quadrant model. Through the empirical analysis, it is found that the factors affecting customer satisfaction can be divided into three factors: farm environment, product quality and service management level. In the quartile model evaluation, 11 of the 16 indicators were classified into the superiority quadrant, and through the CSA customer satisfaction evaluation system, the customer satisfaction index of community support agriculture was 3.7535, Can be seen that the overall level of community support for agriculture satisfaction is not very high, in the middle level.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.5;F274

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