The Research Of Service Quality Influence On Customer Repeat Purchase Intention In The Catering Group Buying

At present, The catering group buying market development in the process of the phenomenon of many to dissatisfied customers, seriously hindered the group-buying market healthy and stable development, and catering enterprises through group-buying marketing did not achieve the desired effect,only through online cheap price to attract customers to buy,and offline services are not well, which causes the catering enterprises lost a lot of customer.So in this paper, the catering group buying service quality perception and the relationship between customer repeat purchase intentions and in-depth discussion, has great practical significance.This paper through the literature review, determined the catering service quality, service quality, product quality, perceived value as the independent variable, to customer satisfaction as the intervening variable, customer repeat purchase intention model for the study of the theory of the dependent variable.According to the theoretical model, this study made 13 hypothesis, in order to the 13 hypothesis test, the empirical research design, first of all to operational definition of variables,combining the theory study and exploratory qualitative analysis results of design scale, a total of 41 questions, choose the samples with group purchase experience questionnaire renumbered, Using descriptive statistical analysis of 237 samples has carried on the analysis of the basic information of the questionnaire reliability test and confirmatory factor analysis,Finally, using structural equation model for overall analysis of the model verification,validation results, each path through the test, and the standardized regression coefficients are analyzed, the influence factors of customer repeat purchase intention for the list from big to small.Through a structural equation model analysis, it is concluded that quality of food and beverage service is by influencing the customer satisfaction, load factor and the high to low in turn is: safety, responsive, Website service quality can directly affect the customer repurchase intention, the factors of load and high to low in turn is: website design, customer service,privacy, security, convenient payment; Product quality can directly influence the customer repurchase intention; Perceived value is by influencing the customer satisfaction to affect repurchase intention. High performance price ratio, and this requires catering enterprises to make offerings to, from the quality of service, staff training, improve the staff service enthusiasm, improve the taste of food, quantity and so on, satisfied customers from various aspects, make the long-term development of the catering enterprises.