| With the development of mobile Internet,3G,4G network and the application of smart phones,people's shopping habits also changed,gradually transferred from the PC side to the mobile side.Group-buying industry is also affected by this trend,according to "China Internet Economic Trends Insight Report 2014-2017" shows that by 2017,mobile Group-buying volume will reach 994.6 billion yuan.Catering Group-buying is the largest proportion of mobile Group-buying business.However,the Mobile Group-buying client's ability to solve the user consultation and complain is not strong,The quality of Catering enterprises products shrink,the use of discount coupons and other factors in a certain extent affected the customer satisfaction,What is the current customer satisfaction situation,and what factors are relevant,these are to be studied.Therefore,this article study on the Mobile Catering Group-buying customer satisfaction evaluation,in order to better promote the development of Mobile Catering Group-buying.The main research of this paper is divided into three parts:the construction of evaluation index system of customer satisfaction of Mobile Catering Group-buying,the customer satisfaction evaluation of Mobile Catering Group-buying,and the measures to improve customer satisfaction of Mobile Catering Group-buying.In first section,This article first summarizes the related literature,initially collated Mobile Catering Group-buying customer satisfaction indicators,followed by customer interviews on the indicators to be amended to obtain 42 indicators,and finally to ensure that The indicators were independent and representative,and the 42 indicators were optimized by factor analysis,and 33 indicators were obtained.In second section,this paper mainly adopts the fuzzy comprehensive evaluation method and the entropy method to construct the evaluation model,and evaluates the customer satisfaction of the mobile Catering Group-buying.Meanwhile,the IPA model is used as an assistant to analyze all indicators of the third level.Then the questionnaire was used to collect the customer satisfaction data,and the above two kinds of evaluation methods were used to analyze the current data.Finally,the comprehensive evaluation value of satisfaction index at all levels was obtained.At the same time,we get the significance of all indicators of the third level to enhance customer satisfaction.In third section,From the three aspects:Optimize the user experience of mobile client,improve the service level of the catering business,strengthen the communication and cooperation between the mobile client and the catering business,this paper puts forward the specific measures to be taken by mobile clients and catering businesses.The innovation of this paper is to study the Catering Group-buying in the mobile environment,and use a variety of methods to evaluate its customer satisfaction,and put forward the countermeasures and suggestions,which has important theoretical and practical value. |
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