本文選題：結(jié)構(gòu)方程模型 + 快餐店　； 參考：《合肥工業(yè)大學(xué)》2012年碩士論文

【摘要】：目前，隨著人們對(duì)食品安全以及營(yíng)養(yǎng)健康等方面要求的進(jìn)一步提高，快餐企業(yè)面臨新的發(fā)展機(jī)遇和挑戰(zhàn)。如何以最經(jīng)濟(jì)、最有效的手段提升自身影響力和贏得更多的客戶(hù)，已成為快餐企業(yè)均亟需解決的問(wèn)題。便捷的快餐是上班族和人們外出的首選，顧客口碑傳播對(duì)其影響很大。本文應(yīng)用結(jié)構(gòu)方程模型(SEM)研究了快餐店顧客口碑傳播問(wèn)題。 首先，本文概括了口碑、口碑傳播和SEM等方面的研究現(xiàn)狀及存在問(wèn)題；簡(jiǎn)介了顧客感知質(zhì)量、感知價(jià)值、滿意度、忠誠(chéng)度和口碑傳播等相關(guān)理論。其次，在文獻(xiàn)分析和實(shí)際調(diào)研的基礎(chǔ)上，以顧客感知質(zhì)量、感知價(jià)值、滿意度、忠誠(chéng)度和口碑傳播為潛變量建立了模型結(jié)構(gòu)架構(gòu)，給出了模型的相關(guān)假設(shè)。再次，為了使分析具體方便，恰合實(shí)際問(wèn)題，對(duì)每個(gè)潛變量分別建立了二級(jí)指標(biāo)和三級(jí)觀測(cè)點(diǎn)，具體的二級(jí)指標(biāo)如下：產(chǎn)品、服務(wù)和用餐環(huán)境；功能性?xún)r(jià)值、情感性?xún)r(jià)值和社會(huì)性?xún)r(jià)值；總體滿意度、與期望相比滿意度和與理想相比滿意度；態(tài)度忠誠(chéng)和行為忠誠(chéng)；傳播意愿和傳播方式。最后，通過(guò)對(duì)A省的一家典型的本地快餐連鎖企業(yè)的問(wèn)卷調(diào)查獲取實(shí)證所需數(shù)據(jù)，借助AMOS軟件對(duì)提出的模型進(jìn)行了實(shí)證分析，得到了模型中各潛變量間、潛變量與其觀測(cè)變量間的因果關(guān)系及關(guān)系的強(qiáng)度；通過(guò)與企業(yè)實(shí)際情況的比較，發(fā)現(xiàn)所提模型的分析結(jié)果符合企業(yè)實(shí)際，表明了該模型是有效的。本文的研究成果可以作為該企業(yè)的市場(chǎng)營(yíng)銷(xiāo)和策劃的重要依據(jù)，，也可以成為客戶(hù)關(guān)系管理部門(mén)決策的參考。
[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.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F719.3;G206;F224

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