摘要：迅速发展的互联网和餐饮业的有效结合，使今天的餐饮外卖步入了线上线下有机结合的一种商务营销模式，即Online To Offline（O2O）餐饮外卖，虽然说O2O给传统餐饮行业带来了不同的消费模式，但服务质量问题依然需要得到整个餐饮服务业的重视。服务质量是企业的灵魂更是服务业发展过程的关键，尤其是餐饮行业，应该针对消费者的不同需求，从餐饮的类别、服务设施的改善、服务的过程以及服务人员的态度等方面入手，优化并提升服务质量。“饿了么”作为O2O餐饮市场的领头羊，本文以此为例，通过调查问卷以及其他相关的资料并结合SPSS分析发现“饿了么”存在着许多的服务质量问题，如外卖餐饮食物与网站宣传图片不符、商家承诺的服务和实际提供的服务不一致、送餐人员态度恶劣等问题，然后依据服务质量差距模型对“饿了么”进行深入分析，发现“饿了么”网站出现这些问题主要是由于管理者对服务质量标准制定不完善、对商家的审核不到位以及对工作人员的培训不够全面等七个“差距”方面的问题，最后，基于调查和调查分析，从认知、标准、交付、宣传、感知方面提出“饿了么”的改进方案。77053

毕业论文关键词：餐饮企业  服务质量差距模型  饿了么

Study on the Improvement of the Service Quality of Catering O2O 

- take "Eleme" as an example

Abstract: With the rapid development of effective combination of Internet and catering industry, the takeaway food currently develops into a new business model, which is online-to-offline (O2O) takeaway food model。 Although O2O of traditional catering industry brings different consumption patterns, service quality problems still need to get attention in the food service industry。 Service quality is the soul of an enterprise, and it is the key for the development of service industry, especially for the catering industry。 They should aim at consumers’ different demand, from the aspects such as the category of food and beverage, the improvement of service facilities, the optimization of service process and the attitude of service personnel, to enhance the service quality。 Because the "Eleme" is a leader in O2O food market, this article takes it as an example to find the service problems, through the questionnaire and SPSS analysis。 This paper found that the “Eleme” has some problems of service quality, such as the inconsistency between picture of website and takeaway food, the inconsistency between promised service and actual service, the poor manners of delivery staff, etc。 And then, on the basis of “Gap Model” of service quality, this paper found that these problems are mainly due to the imperfect service quality standard system, the unstrict business audit, and the incomprehensive staff training。 Finally, based on the questionnaire results of the analysis, this paper proposed some improve programs for the “Eleme” from the aspects of cognitive, standard, delivery, advocacy, perception。

Key Words：Catering industry  the gap model of service quality  “Eleme”

目　录

一、前言 1

二、服务质量概述 2

（一）服务质量定义 2

（二）服务质量差距模型 2

三、餐饮企业O2O服务质量调研 5

（一）问卷设计和发放 5

（二）问卷调研结果 5

四、餐饮企业O2O服务质量差距分析