生鲜O2O模式下顾客满意度影响因素研究——以百果园为例

Study on the Factors Affecting Customer Satisfaction in Fresh O2O Mode——Take Baiguoyuan As An Example

以百果园公司为例,在ACSI模型的基础上构建理论框架,依据百果园线上和线下两个平台将影响百果园公司顾客满意度的因素分为感知线上质量、感知线下质量、感知价值和顾客期望,进行调查问卷的设计发放和数据样本的回收。通过对数据样本使用SPSS24.0软件进行描述性统计分析、信度和效度分析,用AMOS24.0工具建立并分析结构方程模型中各个变量之间的关系,得出顾客期望负向影响顾客满意度,感知质量和感知价值均正向影响顾客满意度的结果,基于研究结果提出了相应的建议。

Based on the ACSI model,this paper constructed the theoretical framework with taking Baiguoyuan Company as an example. According to the online and offline platforms of Baiguoyuan, it divided the factors which affecting the customer satisfaction of Baiguoyuan Company into perceived online quality,perceived offline quality, perceived value, and customer expectations. It designed and distributed questionnaires and recovered the data samples. The paper established the relationship between variables in the structural equation model, through the descriptive statistical analysis, reliability and validity analysis of SPSS24.0 software for data samples. It also used AMOS24.0 tools to build and analyze the relationships between variables in a structural equation model, and concluded that the negative impact of customer expectations affects customer satisfaction, and perceived quality and perceived value were positively affecting customer satisfaction. Finally, it put forward corresponding suggestions based on the research results.