Empirical Research Of Perceived Value As A Mediator Between Group

In China, catering industry has been known as a gold industry for thousands of years. China owns the largest customer groups and highest consumption frequency in the world. With the rapid development of modern catering industry, the competition among catering enterprises becomes intensify. The traditional passive "sit and wait for customers to come" mode already cannot meet the development needs of catering enterprises. With the rapid development of internet technology in 21st century, the association of network and catering industry gives birth to a new business mode-catering group buying. The catering enterprises hope that they could improve enterprise sales, balance off season sales through participation in group buying activities with the advantage in price and the popularity of sites. The ultimate goal is to win the target customer and expand market share. However, the primary purposes are often good, along with the expansion of the number of group buying websites, a large number of complaints have cropped up. Due to the low capital requirement and low barriers to create and entry a group buying site and inadequate policy regulations, a large number of good and bad group buying sites pour out. The following group buying traps (such as the website creator absconds with money, after-sales service has shrunk) became the hot complaints in 2011 annual consumers association. The total quality of group buying service has declined so much that a lot of group buying customers do not hope to patronage the catering enterprise again. This greatly goes against the primary purpose of the enterprises to choose the network group buying as a marketing tool. We wonder the extent of impact of the service quality on its customer loyalty. Through such an extensive "discount marketing mode", will catering customers be attracted and retain? Through the issue summary, this paper will set out from the main service quality issue and proceed with the impact mechanism of catering group buying service quality on catering customer loyalty.Service quality and customer loyalty are all the time important issues in the field of marketing research. They are also important goals that service-oriented enterprise management in pursuit of. As a typical service industry, high quality service is an important way for catering enterprises to establish and develop long-term relationships with customers. Based on the adequate theory, this paper chooses catering group buying market in Nanjing as research background. Service quality, perceived value and customer loyalty related literature three variables were sort out and analyze. We first sort out and analyze the related literature of three constructs-service quality, perceived value and customer loyalty. ThenⅠintroduce the perceived value as a mediating variable and generate a model for catering industry. According to the characteristics of catering group buying industry, this paper divides the service quality into two parts-catering enterprise service quality and group buying website service quality. Both of them will affect catering customer loyalty directly or indirectly through customer perceived value.Through questionnaires and empirical testing, this paper analyses and discusses the relationship and process mechanism between service quality, perceived value and customer loyalty. Finally, the limitations of this study, and the prospects and recommendations for future research are proposed. All in all, this is an empirical analysis related to catering group buying paper. This paper uses multiple regression methods to analyze data from service quality, perceived value and loyalty and finally proposes the predict mode of group buying catering customer.Ⅰhope that this research can give some help to managers of catering enterprises.