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O2O模式下顾客间互动对满意度的影响研究--以xx健身行业为例


全文字数:10000字左右  原创时间:<=2022年

【内容摘要】

O2O模式下顾客间互动对满意度的影响研究--以xx健身行业为例

新的商业环境下,顾客间互动成为影响企业价值创造的重要因素。然而,已有的顾客间互动的研究主要集中于服务现场的讨论,基于网络平台的顾客间互动研究已经引起学者们越来越多的关注。基于此,本文以O2O商业模式为研究背景,以健身行业为例,构建顾客间互动对顾客满意度影响的理论模型。实证研究表明,顾客间友好交谈、帮助建议行为、顾客间信息交流、认知互动和积极的情感互动对满意度有显著的正向作用;顾客间礼仪违背、干扰争执行为、顾客规模和顾客间消极的情感互动对满意度有显著的负向影响。本研究可以丰富顾客互动、满意度等理论,并能为企业整合线上和线下顾客互动、引导正面互动、提升顾客满意度提供有益参考。
关键词:O2O模式;顾客间互动;顾客满意度

 


Abstract

In the new business environment,the interaction between customer is an important factor that affects the value creation of enterprises. however,the existing research of the interaction between the customer is mainly focused on the discussion of the service field,the research of the customer interaction based on the network platform has not attracted the attention of scholars. Based on this,this paper takes the O2O business model as the research background,takes the fitness industry as an example,and builds the theoretical model of the influence of customer interaction on customer satisfaction. Empirical study shows that customer friendly conversation、helping behavior、customer communication、cognition interaction and positive emotional interaction has significant positive impact on satisfaction.;breach of etiquette between customers、interference between the behavior of the dispute、the scale of the customer and the customer negative emotion interaction has significant negative impact on satisfaction.
Key words:O2Omodel;Customer Interaction; Customer Satisfaction

 

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