A Study On Perceived Quality Evaluation Of Catering Industry Based On The O2O

As living standards improve,the restaurant industry is no longer just to meet the physical needs of people,people at dinner also attaches great importance to the service during the process,the pursuit of respect,social values and identity.With the development of today’s O2O e-commerce,most catering enterprises actively take advantage of this new model,create a new road for its development.Research of the perceived quality of restaurant industry,not only provides the later scholars engaged in the research the theoretical foundation,but also can make the business by using the model analysis to better meet customer demand,improvecore competitiveness.Currently,research on the perceived quality of the food and beverage industry is relatively small,the quality assessment on the study of catering perception based on O2O is less.Based on a lot of reading literature review on the perceived quality and electronic servicesquality,combining with the characteristics of O2O catering enterprises,I establish O2O catering enterprises perception quality evaluation index system,and screen the key indicators of by factor analysis.I also constructed perceptual quality model,and through regression analysis and analytic hierarchy process to obtain the relative importance of the six dimensions of perceived quality.Based on consumer O2O catering enterprises large sample survey,329 valid questionnaires were collected,After the data were analyzed,the perceived quality of third-party platforms were drawn O2O scoring and corporate self O2O perceived quality score.After the comparison and analysis on data,obtained the third party platform O2O perceived quality score and enterprise self-built O2O perceived quality score.Through inspection and analysis,the conclusion of this study is: First,to establish a suitable O2O catering business model and measurement scale.A total of six dimensions,18 asked items.Six dimensions are: Website exhibition,trade communication,site security,tangibles,reliability,and interactivity.Second,through the analytic hierarchy process(ahp)was carried out on the perceived quality of six dimensions empowerment,weighting the largest is the website exhibition(0.3782),the second order reliability(0.2123),trade communication(0.1956),interactivity(0.0506)and website security(0.1371)andtangibles(0.0206).The consistent with weight sorting is obtained by regression analysis.Third,in the actual investigation,the enterprise self-built O2O perceived quality six dimension scores from high to low were website display,reliability,trading communication,interactivity,tangibles,website security;And the third party platform O2O perceived quality is six dimension scores from high to low were website display,trading communication,reliability,security,interactivity,tangibles.In every dimension,enterprise self-built O2O perceived quality score is higher than the third party platform.