外送平台的消費者滿意度與消費者使用頻率的因素之研究—以越南市場為例

隨著智慧型手機和網際網路的使用率日益增加，餐飲外送服務開始利用這趨勢，「外送平台」便面世，並出現不少外送平台競爭者。由此本研究希望探究提高消費者服務體驗及回購意願的方法，希望能夠給予外送平台改進的建議。為了探討這議題，本研究以曾使用外送平台的越南民眾為研究對象，透過SPSS22.0的分析工具，釐清服務流程、餐廳品質、行銷與收費、應用程式介面、消費者滿意度和消費者訂購頻率之間的關係。本研究得出餐廳品質、行銷與收費及應用程式介面對消費者滿意度有正面顯著影響；行銷與收費與應用程式介面對消費者訂購頻率有正面顯著影響；消費者滿意度對消費者訂購頻率有正面顯著影響。造成這個現象的原因，餐廳品質、行銷與收費與應用程式介面均可能是消費者比較在意的因素，導致會影響消費者滿意度及消費者訂購頻率。

關鍵字

外送平台；服務流程；餐廳品質；行銷與收費；應用程式介面；消費者滿意度；消費者訂購頻率

並列摘要

With the increasing use of smartphones and the Internet, catering delivery services have begun to take advantage of this trend, and "delivery platforms" have emerged, also many delivery platform competitors have emerged. Therefore, this research hopes to study how to improve the consumer's service experience and repurchase willingness, and hopes to give suggestions regard the improvement of the delivery platform service. In order to explore this topic, this research surveyed Vietnamese people who have used delivery platforms as the research object. Through SPSS22.0 analysis tools, it can be understood about the relationship between service process, restaurant quality, marketing and charging, application programming interface, consumer satisfaction, and consumer order frequency. This study found that restaurant quality, marketing and charging and application programming interface have a positive and significant impact on consumer satisfaction; marketing and charging and application programming interface have a positive and significant impact on consumer ordering frequency; consumer satisfaction has a positive and significant impact on consumer ordering frequency. The reasons for this phenomenon is that restaurant quality, marketing and charging, and application programming interface may be factors that consumers are more concerned about, which will affect consumer satisfaction and consumer order frequency.

並列關鍵字

delivery platform ； service process ； restaurant quality ； marketing and charging ； application program interface ； customer satisfaction ； order frequency