O2O餐饮业顾客体验研究(任务书,开题报告,论文18000字)
摘 要
由于互联网“+”和移动终端智能设备的广泛应用，O2O电子商务模式占据人们生活，人们在餐饮消费中已经不单单满足于吃饭，人们越来越重视在餐饮过程中，所享受到的服务、产品等综合价值体验服务。所以基于顾客这一饮食需求的变化，对于餐饮企业来说，如何提升顾客体验水平，是企业最核心的市场竞争力，是餐饮企业最重视的方面，因此本文基于O2O餐饮业做了以下顾客体验研究。
本文首先通过对相关文献的梳理与总结，总结出O2O餐饮和顾客体验研究成果。其次，通过阐释O2O餐饮业发展现状，来引出O2O餐饮业顾客体验相关出现的问题。基于调查问卷，将影响顾客体验因素分为线下（餐饮产品体验、物流服务体验、员工服务体验、商家环境体验）和线上（网页内容信息、网页设计、网站安全、网站服务），进行研究。最后引出了对O2O餐饮业存在的问题，结合顾客体验影响因素，提出相关的策略，期望能对O2O餐饮业提升顾客体验水平有所帮助。
关键词：O2O模式 顾客体验 餐饮业
Research on Customer Experience of O2O Catering Industry
ABSTRACT
due to the Internet and the wide application of intelligent mobile terminal equipment, O2O e-commerce mode to occupy people's lives, people in the food consumption has not only satisfied with eating, people pay more and more attention to in the process of food, to enjoy the service, products such as integrated services value experience. So a diet based on the customer demand changes, for catering enterprises, how to enhance the level of customer experience, is the core of the enterprise market competitiveness, is the most important aspect of the catering enterprises, therefore this article is based on restaurant O2O do the study of the following customer experience.
First of all, by sorting out and summarizing relevant literature, this paper summarizes the research results of O2O catering and customer experience. Secondly, by explaining the development status of O2O catering, problems related to O2O catering customer experience will be raised. Based on the questionnaire, the factors influencing the customer experience is divided into offline (food and beverage products experience, logistics service experience, the staff service experience, business environment experience) and online (web content information, web design, web security, web services), study, raises the problems existing in the catering O2O, factors affecting customer experience, puts forward relevant strategies. Finally, taking customer Hai Di Lao experience as an example, the empirical research leads to the improvement of customer experience by traditional O2O catering enterprises, which is expected to be helpful to the improvement of customer experience level of O2O catering industry.
Key Words: O2O mode Customer experience catering industry
目 录
摘 要 I
ABSTRACT II
第一章 引言 1
1.1研究背景及意义 1
1.1.1 研究背景 1
1.1.2 研究的意义 1
1.2研究的内容与方法 2
1.2.1 研究的内容 2
1.2.2 研究的方法 2
第二章 文献综述 4
2.1 O2O餐饮业电子商务模式 4
2.2顾客体验概述 5
2.3顾客体验维度模型相关理论 6
2.4研究综述 7
第三章O2O餐饮业顾客体验影响因素分析 8
3.1 O2O餐饮业电子商务模式发展现状 8
3.2 O2O餐饮顾客体验理论模型 9
3.2.1研究假设 9
3.2.2 研究模型 11
第四章 问卷分析 12
4.1 问卷调查 12
4.2问卷数据分析 13
4.2.1 受访者基本信息 13
4.2.2 信度和效度检验 16
4.2.3 相关分析 20
4.2.4 回归分析 24
4.3调查结论 26
第五章 O2O餐饮业顾客体验存在的问题 27
5.1餐饮产品质量不达标 27
5.2员工服务质量问题 27
5.3物流服务问题 27
5.4餐厅环境体验问题 28
5.5线上体验问题 28
第六章 提升O2O餐饮顾客体验策略研究 29
6.1保障餐饮产品质量 29
6.2增强服务人员服务质量 29
6.3提高物流服务水平 30
6.4营造舒适餐厅环境 31
6.5加强线上支付安全 31
6.6美化餐饮平台网站网页，为顾客创造智能交互体验 32
6.7创造餐饮品牌文化，扩大品牌效应 33
结束语 34
参考文献 35
附录 37
致谢 38 |
