餐饮类网络团购服务质量模型研究

摘要

本文在以往服务质量模型的基础上,综合考虑团购网站和餐饮企业两方面服务质量对团购顾客的影响,构建了餐饮类网络团购服务质量模型.通过问卷调查和结构方程模型进行实证分析,对模型和假设进行了检验.研究结果表明:顾客感知餐饮类网络团购服务质量由环境质量、传递质量、结果质量、补救质量和团购顾客权益保障质量5个维度构成,且这5个维度均正向影响顾客感知服务质量,影响程度排序为结果质量＞传递质量＞环境质量＞团购顾客权益保障质量＞补救质量;餐饮企业的服务质量比团购网站的服务质量对顾客的影响更大.研究结果有助于深入认识影响顾客感知餐饮类团购服务质量的作用因素,对如何提高餐饮类网络团购服务质量具有启示作用.%Taking the influence of group buying websites and catering enterprises on customers into consideration,a conceptual model of catering online group buying service quality was constructed based on past service quality models.The model and the hypotheses were tested by questionnaires and structural equation model analysis.The results show that customer perceived catering online group-buying service quality is comprised by environment quality,delivery quality,outcome quality,recovery quality and rights protection quality of the group buying customers.These five factors all affect customer perceived service quality positively and outcome quality has the greatest impact on customer perceived catering group buying service quality,followed by delivery quality,environment quality,rights protection quality and recovery quality successively.The service quality of catering enterprises has more impact on the customer than the service quality of group-buying websites.The results are helpful to understand the factors about affecting how customers perceived catering online group-buying service quality and provide implications to enhance catering online group-buying service quality.