臺灣博碩士論文加值系統

本研究目的在分析及評估影響越南餐飲外送平台服務顧客滿意度因素，經由問卷調查法先將問卷以英文撰寫再翻譯成越南文，抽樣395個樣本刪除不合格樣本50份後分析345份合格樣本。本研究統計方法以敘述性統計分析樣本基本資料，再以比較多元線性迴歸模式及線性結構關係模式結果建構整體模式及檢測假說。由於多元線性迴歸模式比起線性結構關係模式在以本研究資料分析上有較高的建構效度及較低的誤差，對本研究資料的適配度較佳，所以本研究以多元線性迴歸模式結果分析假說及建構模式。本研究經文獻探討所採用的依變數為顧客滿意度自變數為價格、APP容易使用、食物品質、服務品質、促銷及隱私權。然而，僅五個自變數對依變數顧客滿意度有顯著正向影響。影響程度依次是服務品質、食物品質、價格、促銷及隱私權。APP容易使用則對顧客滿意度沒有顯著正向影響。研究結果也指出顧客滿意度對顧客再購、正向口碑有正向顯著影響並對品牌移轉有負向顯著影響。本研究提出對越南餐飲外送服務業者的建議來輔助其改善顧客滿意度進而建立品牌忠誠度。

This study aims at identifying and evaluating the main factors affecting customer satisfaction with Online Food Delivery services in Vietnam. Through the questionnaire translated into Vietnamese, this study collected 395 samples and analyzed 345 samples after eliminating unqualified data. The study utilized regression analysis and Linear Structural Relations Model (LISREL) to test the hypotheses and the constructed model. Due to higher validity and lower error, after comparing two models, this study found the linear regression model with the better fit of the data. The independent variables indicate 6 factors affecting customer satisfaction, including Price, Ease of use, Food quality, Service quality Services, Promotions, and Privacy. However, only five factors had a significant impact on the variable, Customer satisfaction. Specifically, the Service Quality factor has the most impact, followed by 4 factors: Food Quality, Price, Promotion, and Privacy. The results also show that Repurchase, Positive Word of Mouth, Brand Switching is also directly affected by Customer Satisfaction. The study offers several implications to help businesses in the Online Food Delivery industry improve customer satisfaction, thereby building customer loyalty.

摘要......i
Abstract......ii
Acknowledgments......iii
Table of Contents......iv
List of Tables......vi
List of Figures......vii
Table of Abbreviations......viii
CHAPTER I: INTRODUCTION......1
1.1. Research Background......1
1.2. Research purpose......2
1.3. Research structure......3
CHAPTER II: LITERATURE REVIEW......5
2.1. Price......5
2.2. Ease of use......5
2.3. Food Quality......6
2.4. Service Quality......6
2.5. Promotion......7
2.6. Privacy......7
2.7. Customer Satisfaction......7
2.8. Repurchasing......8
2.9. Word of Mouth......8
2.10. Switching......9
CHAPTER III – METHODOLOGY......11
3.1. Data collection method and questionnaire......11
3.2. Data analysis......12
3.2.1. LISREL......12
3.2.2. Regression analysis......12
3.3.3. Demographic Statistic......12
CHAPTER IV - RESULTS......13
4.1. Demographic Statistic......13
4.2. Regression analysis and LISREL......15
4.2.1. Regression analysis......15
4.2.2. LISREL analysis results......18
4.3. Comparison of the Regression analysis and LISREL model......21
5.1 Discussion......23
5.2 Theoretical implications......25
5.3 Practical implications......25
5.4 Limitation and future research suggestions......26
References......27
Appendix I – English Questionnaire......30
Appendix II – Vietnamese Questionnaire......39
Appendix IV – Submitted Paper......48
Extended Abstract......70

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