Empirical Research Between Mobile Group-buying Service Quality And Customer Loyalty In Catering Industry

The emergence of the United States group-buying website Groupon created a new business model, which increasingly swept the world, and have became a new consumption patterns. In recent years, with the popularity of mobile terminal equipment, rapid development of mobile Internet and the promotion of mobile payment applications, mobile commerce is developing rapidly. Group-buying began to force mobile terminal, the characteristics of local life services and mobile commerce for location-based services promote the explosive growth of mobile group-buying. Catering group-buying, closely related to people, has the largest proportion of the turnover of mobile group-buying. However, with the rapid development of mobile group-buying, the poor quality of mobile group-buying clients and catering enterprises has became increasingly obvious. The Mobile group-buying clients’ not timely service, catering enterprises violating the legitimate interests of the customer has caused customer dissatisfaction, leading to the loyalty of mobile group-buying clients and catering enterprises is not high.This paper first sorts out and analyzes the related literature of service quality, customer loyalty and customer satisfaction. According to the characteristics of catering mobile group-buying industry, the service quality is divided into two parts, mobile group-buying clients service quality and catering enterprises service quality. On the basis of introducing the customer satisfaction as a mediating variable, the paper proposes a theoretical study model and research hypothesis to study the relationship between service quality and customer loyalty. Secondly, based on the maturity scale of service quality, and combining the characteristics of catering mobile group-buying, the paper revised questionnaire. Again, complete the data collection through the issuance of questionnaires, and use SPSS17.0 software for data reliability and validity analysis, correlation and regression analysis, and test the mediating role of customer satisfaction. All the research hypotheses are testified, and the main research conclusions include:(1) In the mode of catering mobile group-buying, mobile group-buying clients service quality is structured by four factors, website design, interactive experience, service quality and mobile payments; catering enterprises service quality is structured by two factors, product and service quality, environmental quality.(2) Mobile group-buying quality and its factors, catering enterprises quality and its factors are positive effects of customer satisfaction and customer loyalty.(3) Mobile group-buying clients quality and catering enterprises quality have positive impact on customer loyalty through customer satisfaction. Finally, some recommendations have been made to promote mobile group-buying clients and catering enterprises to improve service quality, enhance customer satisfaction, and transformed into customer loyalty.This paper establishes a theoretical model to study the relationship among service quality of catering mobile group-buying industry, customer loyalty and customer satisfaction, and on the basis of empirical research, development proposals are put forward for the mobile group-buying clients and catering enterprises, promoting catering mobile group-buying better development.