摘要近年来，互联网颠覆了很多行业，作为本地生活服务排头兵的餐饮服务业更是本地化O2O的兵家必争之地，而其中在线外卖模式更是餐饮O2O中竞争最为激烈的一项。大学生是一个特殊的消费群体，他们容易尝试新事物，接受新事物。基于以上，本文将以杭州下沙大学城为例，根据顾客满意度相关理论设计各项指标体系建立大学城在线外卖顾客满意度影响因素模型，以问卷调查的形式探究大学城客户满意度影响因素，借助SPSS19.0进行问卷结果数据分析，最终确定了影响大学城线上订餐顾客满意度的因素，并根据实证研究的结果，针对各项影响因素提出了几项有效对策并进行了展望。43997

毕业论文关键词：餐饮O2O；在线外卖；顾客满意度；餐饮业；影响因素

ABSTRACT

In recent years, the Internet has upended many industries, as the vanguard of the local life service catering service industry is a localization of O2O in a hotly contested spot, and the online takeaway mode is the dining O2O the most competitive one. College students are a special group of consumers, they tend to try new things, accept new things. Based on the above, this article will take Hangzhou Xiasha University City as an example, according to the established theories of the customer satisfaction index system design model of the influence factors of online ordering of customer satisfaction in University City, in the form of a questionnaire survey to explore influencing factors of University City customer satisfaction questionnaire, using SPSS19.0 analysis results, and ultimately determine the influence factors of customer satisfaction in University online ordering City. According to the empirical results, the influencing factors and puts forward some effective counter measures and prospect.

Keyword: catering O2O；online ordering; customer satisfaction; catering industry; factor

目录 2

摘要 4

ABSTRACT 4

1.引言 5

1.1研究的背景及意义 5

1.1.1研究的背景 5

1.1.2研究的意义 5

1.2研究内容 6

1.3本文的创新点 6

1.4研究方法 6

1.5技术路线 7

2.文献综述 7

2.1顾客满意度影响因素研究 7

2.2 餐饮顾客满意度影响因素研究 8

2.3 餐饮O2O顾客满意度影响因素研究 8

3.大学城餐饮O2O在线外卖顾客满意度影响因素模型构建 9

3.1研究对象 9

3.2餐饮O2O在线外卖模式流程 9

3.2大学城本地化O2O餐饮服务顾客满意度影响因素分析 10

3.2.1平台页面设计 10

3.2.2平台信息质量 10

3.2.3餐厅多样性 10

3.2.4支付方式 11

3.2.5营销活动 11

3.2.6评价质量 11

3.2.7商家配送 11

3.2.8食物性价比 11

3.3指标体系设计