本文選題：餐飲外賣　切入點(diǎn)：O2O　出處：《寧波大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：大學(xué)校園市場占到餐飲外賣O2O市場比重的三分之一,成為餐飲外賣O2O的主要客戶。面對著校園市場顧客滿意度不斷下降,原本極具優(yōu)勢的外賣O2O模式也面臨危機(jī)。研究大學(xué)生用戶對“餓了么”的滿意度及其影響因素,有助于推動“餓了么”餐飲外賣在校園市場的長遠(yuǎn)發(fā)展,繼而對新型的餐飲商業(yè)模式存在的問題進(jìn)行剖析,使其發(fā)展更加規(guī)范。本研究以感知價(jià)值對客戶滿意度影響模型為基礎(chǔ),綜合考慮大學(xué)生市場外賣O2O的商業(yè)特點(diǎn),采用實(shí)證分析方法調(diào)查研究“餓了么”餐飲外賣平臺大學(xué)生用戶滿意度情況與提升建議。首先,通過閱讀大量國內(nèi)外相關(guān)文獻(xiàn),對其進(jìn)行廣泛深入的理論研究,梳理O2O顧客滿意度的影響因素;然后深入剖析了“餓了么”餐飲外賣平臺的發(fā)展與運(yùn)作流程;接著構(gòu)建評價(jià)指標(biāo)體系并建立理論模型,借鑒國內(nèi)外成熟量表,設(shè)計(jì)出調(diào)查問卷;最后利用SPSS、AMOS軟件對收集的問卷進(jìn)行描述性統(tǒng)計(jì)、信效度檢驗(yàn)、滿意度分析和結(jié)構(gòu)方程研究,明確指標(biāo)的滿意度與重要性,應(yīng)用四分位圖分析調(diào)查結(jié)論并提出相應(yīng)的管理建議。本研究就大學(xué)生用戶對“餓了么”餐飲外賣平臺滿意度進(jìn)行調(diào)研,并通過實(shí)證分析探究提高大學(xué)生滿意度的有效措施,為“餓了么”外賣在大學(xué)生市場健康平穩(wěn)發(fā)展提供指導(dǎo)意見。
[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.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F719.3

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