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UNIRAZAK Library Pustaka
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| Abstract : Unirazak Library |
| Now, the development of China's economy is still affected by the novel coronavirus, especially the consumption of physical stores. Not only that, but also all industries in China have suffered a severe blow, and catering, which is closely related to people's life, has been deeply affected. Shujiuxiang is one of the most famous hot pot restaurants in China and has been very badly affected during the outbreak. In recent years, Internet technology and online payment technology have developed rapidly in China, and a lot of traditional offline consumption has been combined with the Internet, which has achieved very good results. Through data analysis, it can be found that China has a very large online consumer group, and it is estimated that the daily food purchase on the Internet will reach 8,200 billion yuan in 2023. The O2O model of catering industry has a huge space for development. The O2O model used by Shujiuxiang has played a very big role in pushing the company to break the dilemma brought by the COVID-19 epidemic. With the high application of Internet technology in many industries, coupled with the emergence of the novel coronavirus pandemic has greatly changed people's consumption mode, it is believed that more and more people will choose to buy food online. If you want to use the Internet to bring more profits to enterprises and help them achieve better and more long-term healthy development, you need to think about the needs from the perspective of consumers. The feeling of consumers in the process of consumption is very important. The emergence of the novel coronavirus epidemic has affected the mood of customers to a certain extent, which will lead to a certain rejection psychology of consumers for offline eating. In this paper, by studying the comprehensive satisfaction of Shujiuxiang's O2O model, the rejection psychology of customers can be further alleviated, so as to realize the growth of corporate profits. In this paper, according to the actual situation of the novel coronavirus epidemic, by studying the customer satisfaction model, further find out the main reasons affecting the Shujiuxiang O2O model of customer satisfaction, and build a satisfaction evaluation model in line with the current situation of the novel coronavirus epidemic. I collect the satisfaction of consumers to Shujiuxiang through the way of questionnaire survey on consumers, will collect the data for descriptive statistical analysis, correlation analysis and regression analysis, so as to find six important influencing factors: platform quality, food quality, service quality, distribution quality, price level, marketing level. Finally, according to the research results of the hypothesis, from the emphasis on platform technology research and development, improve the quality of food, improve the service level, diversified marketing means these four aspects put forward suggestions to improve Shujiuxiang consumer satisfaction, hoping to provide some reference information for other catering enterprises, to help the whole catering industry better development. |
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