本文選題：餐飲團購　切入點：移動電子商務　出處：《南京工業(yè)大學》2015年碩士論文　論文類型：學位論文

【摘要】：2008年美國團購網站Groupon的出現創(chuàng)造了新型商業(yè)模式,網絡團購成為一種新的消費方式。隨著移動終端設備的普遍使用,移動互聯(lián)網的迅猛發(fā)展以及移動支付的推廣,網絡團購開始發(fā)力移動端,其基于本地生活服務的特性和移動電子商務基于位置的服務推動了移動端團購的爆炸式增長,其中,餐飲類團購占移動團購交易額的比重最大。然而,移動團購客戶端售后服務不及時、餐飲企業(yè)侵犯顧客合法權益等問題影響了顧客忠誠度。因此,本文研究餐飲類移動團購服務質量對顧客忠誠的影響,旨在促進餐飲類移動團購的進一步發(fā)展。本文首先對相關文獻進行整理和分析,結合餐飲類移動團購操作流程的特殊性,從移動團購客戶端服務質量和餐飲企業(yè)服務質量兩方面來全面衡量餐飲類移動團購的服務質量。在此基礎上,以顧客滿意為中介變量,構建理論模型,提出研究假設。其次,在成熟量表的基礎上,結合餐飲類移動團購的特點,修訂調查問卷。再次,通過發(fā)放調查問卷完成數據的收集工作,對數據進行信度效度分析、相關分析、回歸分析,中介作用的檢驗,并驗證研究假設。論文得到如下結論:(1)移動團購客戶端服務質量分為網站設計、互動體驗、顧客服務和移動支付四個維度;餐飲企業(yè)服務質量分為產品和互動質量和環(huán)境質量兩個維度。(2)移動團購客戶端和餐飲企業(yè)各方面服務質量及其各維度都正向影響顧客滿意和顧客忠誠。(3)顧客滿意在餐飲類移動團購服務質量對顧客忠誠的正向影響中起到中介作用。最后,對移動團購客戶端和餐飲企業(yè)提高服務質量,增強顧客滿意,并轉化為顧客忠誠提出相關建議。本文通過對餐飲類移動團購服務質量進行維度劃分,建立餐飲類移動團購顧客忠誠的理論模型,采用相關分析、回歸分析、中介作用檢驗的方法進行實證研究,并在此基礎上對移動團購客戶端和餐飲企業(yè)提出建議,促進餐飲類移動團購的更好的發(fā)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.
【學位授予單位】：南京工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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