O2O模式下酒店團(tuán)購顧客滿意度的影響因素研究,企業(yè)管理碩士論文

O2O模式下酒店團(tuán)購顧客滿意度的影響因素研究,企業(yè)管理碩士論文本篇論文目錄導(dǎo)航：【第1部分】O2O形式下酒店團(tuán)購顧客滿意度的影響因素研究【第2部分】【第3部分】【第4部分】【第5部分】【第6部分】【第7部分】內(nèi)容摘要020是一種將線上閱讀與線下體驗相結(jié)合、讓互聯(lián)網(wǎng)成為線下交易前臺的新型電子商務(wù)形式,當(dāng)前隨著中國移動互聯(lián)網(wǎng)及移動終端技術(shù)的快速發(fā)展,020也在中國市場快速興起。據(jù)易觀國際統(tǒng)計數(shù)據(jù)顯示,2020年本地生活服務(wù)類020市場規(guī)模到達(dá)755.6億元,被看成是下一個萬億級的市場。團(tuán)購是本地生活服務(wù)020的細(xì)分市場,當(dāng)前經(jīng)濟(jì)型酒店團(tuán)購這一細(xì)分領(lǐng)域迎來了新的發(fā)展高潮,2020年前11個月,經(jīng)濟(jì)型酒店團(tuán)購成交額達(dá)31.5億元,同比增長90.5%,已經(jīng)成為繼美食、娛樂之后的第三大團(tuán)購品類。在快速發(fā)展的背后,中國經(jīng)濟(jì)型酒店團(tuán)購行業(yè)也存在著眾多問題,如經(jīng)濟(jì)型酒店團(tuán)購市場魚龍混雜,缺乏市場監(jiān)管,經(jīng)濟(jì)型酒店團(tuán)購網(wǎng)站和線下經(jīng)濟(jì)型酒店侵犯顧客權(quán)益的現(xiàn)象時有發(fā)生,導(dǎo)致消費者對當(dāng)前的經(jīng)濟(jì)型酒店團(tuán)購市場表現(xiàn)出不滿意的情緒,介入熱情也隨之降低,威脅著經(jīng)濟(jì)型酒店團(tuán)購行業(yè)的發(fā)展。因而,哪些因素影響經(jīng)濟(jì)型酒店團(tuán)購的顧客滿意度,又怎樣提高經(jīng)濟(jì)型酒店團(tuán)購的滿意度成為了關(guān)注的焦點。本文正是從消費者的角度出發(fā),探尋求索經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響因素。通過文獻(xiàn)研究,結(jié)合經(jīng)濟(jì)型酒店團(tuán)購本身特點,分析經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度影響因素,并以歐洲顧客滿意度指數(shù)模型(ECSI)理論為基礎(chǔ),構(gòu)建經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度指標(biāo)體系以及理論模型。通過問卷調(diào)查的方式進(jìn)行實證研究,以上海市在校大學(xué)生及年輕上班族中有經(jīng)濟(jì)型酒店團(tuán)購經(jīng)歷體驗的人群為重點調(diào)查對象,共回收問卷285份。借助SPSS17.0軟件進(jìn)行數(shù)據(jù)分析處理,對回收的數(shù)據(jù)進(jìn)行信度分析、效度分析、相關(guān)分析及回歸分析,并對受訪者個體特征(性別、收入、團(tuán)購經(jīng)歷體驗)進(jìn)行單因素方差分析等來探究020形式下經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響因素。通過本文研究發(fā)現(xiàn)經(jīng)濟(jì)型酒店硬件設(shè)施質(zhì)量、品牌形象、團(tuán)購網(wǎng)站設(shè)計、經(jīng)濟(jì)型酒店區(qū)域環(huán)境質(zhì)量、經(jīng)濟(jì)型酒店客戶服務(wù)質(zhì)量、經(jīng)濟(jì)型酒店誠信質(zhì)量、網(wǎng)絡(luò)支付、團(tuán)購信息質(zhì)量、團(tuán)購網(wǎng)站客戶服務(wù)質(zhì)量及個體團(tuán)購經(jīng)歷體驗對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度有顯著正向影響。在確定影響因素之后,本研究運用重要性導(dǎo)出模型繪制滿意度一重要度圖譜,并提出建立020形式的誠信體系、加強線下經(jīng)濟(jì)型酒店的資質(zhì)審核、建立安全網(wǎng)絡(luò)支付平臺、加強020形式的技術(shù)創(chuàng)新、加強經(jīng)濟(jì)型酒店硬件設(shè)施建設(shè)、完善經(jīng)濟(jì)型酒店客戶服務(wù)體系等是將來重點完善提升的環(huán)節(jié)。最后總結(jié)了文章研究的缺乏及將來瞻望。本文關(guān)鍵詞語:020、團(tuán)購、顧客滿意度、影響因素、電子商務(wù)Abstract020isanewkindofelectroniccommercemodelwhichcombinesonlineandoffline.Withtherapiddevelopmentofmobileinternetandsmartmobilephone,020isemerginginChinamarket.In2020thelocallifeservice020marketscalereached75.56billionyuan,beregardedasthemarketunderaonetrillion.Grouppurchaseistoanalyzethemarketserviceofthislocalitylife020,atpresentthehotelgrouppurchasethebreakdowninthefieldofusheredintheclimaxofnew,11monthsof2020yearsago,thehotelgrouppurchasetransactionsamountedto3.15billionyuan,ayear-on-yeargrowthof90.5%,hasbecometheFood,entertainmentafterthethirdlargegrouppurchasecategory.Behindtherapiddevelopment,Chinesehotelgrouppurchaseindustryalsohasmanyproblems.Ifthehotelgrouppurchasemarketdragonsandfishesjumbledtogether,lackofmarketsupervision,customerrightsinfringementphenomenonhotelgrouppurchasewebsiteandofflinehaveoccurred,leadingtoconsumerhotelgrouppurchasemarketiscurrentlyshowingdissatisfiedemotion,enthusiasmisreduced,developmentthreatensthehotelgrouppurchaseindustry.So,whatfactorsaffectthehotelgrouppurchaseofcustomersatisfaction,aridhowtoimprovethehotelgrouppurchasesatisfactionhasbecomethefocusofattention.Thisarticleisfromtheconsumerspointofview,factorsaffectingtheQuestHotelgrouppurchasecustomersatisfaction.Thisarticlethroughtheliteratureresearch,combinedwiththehotelgrouppurchaseofitsowncharacteristics,analysisofthefactorsaffectingthehotelgrouppurchasecustomersatisfaction,andtotheEuropeancustomersatisfactionmodel(ECSI)basedonthetheoryofgrouppurchase,constructionofhotelcustomersatisfactionindexsystemandmodel.Theempiricalresearchthroughthequestionnairesurveyway,tothehotelgrouppurchaseexperience,collegestudentsandyoungwhite-collarworkersinShanghaicityasthekeyobjectofinvestigation,285questionnairesaltogether.DatawereanalyzedwithSPSS17.0software,reliabilityanalysis,validityanalysisontherecoveryofdata,correlationanalysisandregressionanalysis,andindividualcharacteristics(sexofrespondents,income,grouppurchaseexperience)factorsaffectingthesinglefactoranalysisofvariancewasperformedtoexplorethemodeof020hotelgrouppurchasecustomersatisfaction.ThroughthisresearchfacilitiesqualitysatisfactionofDiscoveryInnHotel,thehotelbrandimage,grouppurchasewebsitedesign,hotelregionalenvironmentalquality,servicequalityofhotels,hotel,theintegrityofthequalityofnetworkgrouppurchasegrouppurchasepayment,informationquality,websitecustomerservicequalityandindividualexperienceofhotelgrouppurchasegrouppurchasecustomershavesignificantpositiveeffects.Andputforwardthecreditsystem,theestablishmentof020modelinthelineunderthehotelqualification,toestablishsecurenetworkpaymentplatform,strengthentechnologicalinnovation,020modeofstrengtheningthehotelfacilities,improvethehotelcustomerservicesystemisthekeytoimprovethelink.Finallysummarizedtheproblemsofthisresearchandfutureprospect.Keywords:020、Group-purchase、Customersatisfaction、Influencefactor、Electroniccommerce目錄內(nèi)容摘要Abstract目錄第1章緒論1.1研究背景1.2研究意義1.2.1理論意義1.2.2現(xiàn)實意義1.3研究內(nèi)容1.4研究技術(shù)道路圖1.5研究方式方法第2章文獻(xiàn)綜述2.1020形式研究綜述2.1.1020形式概述2.1.2團(tuán)購的概念及分類2.2顧客滿意度基本理論2.2.1顧客滿意的概念及理論基礎(chǔ)2.2.2顧客滿意度概念界定2.2.3顧客滿意度影響因素模型2.3團(tuán)購研究現(xiàn)在狀況綜述2.3.1國外關(guān)于團(tuán)購的研究現(xiàn)在狀況2.3.2國內(nèi)關(guān)于團(tuán)購的研究現(xiàn)在狀況2.3.3團(tuán)購滿意度研究綜述第3章模型的構(gòu)建及研究假設(shè)的提出3.1020形式下經(jīng)濟(jì)型酒店團(tuán)購概念的界定及操作流程3.2020形式下經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度影響因素分析3.2.1感悟軟件質(zhì)量對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響3.2.2感悟硬件質(zhì)量對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響3.2.3感悟服務(wù)質(zhì)量對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響3.2.4公司形象對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響3.3模型構(gòu)建3.4研究假設(shè)的提出3.5問卷設(shè)計與發(fā)放3.6問卷調(diào)查對象與分析方式方法3.6.1問卷調(diào)查對象與發(fā)放3.6.2數(shù)據(jù)分析方式方法第4章020形式下經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度影響因素實證研究4.1樣本大概情況分析4.1.1樣本人口統(tǒng)計特征4.1.2經(jīng)濟(jì)型酒店團(tuán)購次數(shù)分析4.1.3經(jīng)濟(jì)型酒店團(tuán)購原因分析4.1.4經(jīng)濟(jì)型酒店團(tuán)購網(wǎng)站分析4.2數(shù)據(jù)的描繪敘述性統(tǒng)計分析4.3數(shù)據(jù)的有效性分析4.3.1數(shù)據(jù)的信度分析4.3.2數(shù)據(jù)的效度分析第5章模型統(tǒng)計分析與假設(shè)檢驗5.1數(shù)據(jù)的相關(guān)分析5.2數(shù)據(jù)的回歸分析5.3單因素方差分析5.3.1性別對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響5.3.2收入對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響5.3.3團(tuán)購經(jīng)歷體驗對經(jīng)濟(jì)型酒店團(tuán)購顧客滿意度的影響5.4假設(shè)檢驗和模型的修正5.4.1假設(shè)檢驗5.4.2研究模型修正5.5