基于扎根理论的新零售客户满意影响因素研究——以盒马鲜生为例

Research on Influencing Factors of New Retail Customer Satisfaction Based on Grounded Theory——Taking Hema Xiansheng as an Example

近年来,传统零售与电商的发展纷纷陷入困境,多种因素催生了新零售的产生。本次研究基于扎根理论的研究方法,以对盒马鲜生App的评论文本为研究资料,构建出盒马鲜生顾客满意影响因素的模型,以便提高物流服务质量,保证高质量的产品供应,提升网站和App设计质量、完善客户服务与售后管理系统等。

In recent years,the development of traditional retail and e-commerce has been in trouble one after another.Various factors have given birth to the emergence of new retail.This research is based on grounded theoretical research methods,using the review texts of Hema Fresh App as research materials,and constructing a model of the factors affecting Hema Fresh Customer satisfaction,in order to improve the quality of logistics services,ensure high-quality product supply,and upgrade the website and App Design quali-ty,improve customer service and after-sales management system,etc.