首页 > 资料专栏 > 论文 > 专题论文 > 策略研究论文 > MBA论文_折扣策略对网约车新政与顾客满意度关系的调节作用研究

MBA论文_折扣策略对网约车新政与顾客满意度关系的调节作用研究

资料大小:1262KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2019/6/13(发布于四川)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
国内图书分类号:F713 学校代码:10213
国际图书分类号:338密级:公开
管理学硕士学位论文
折扣策略对网约车新政与顾客满意度关系
的调节作用研究
硕士研究生 : 王绿野
导师 : 葛姣菊副教授
申请学位 : 管理学硕士
学科 : 工商管理
所 在 单 位 : 深圳研究生院
答 辩 日 期 : 2018年6月
授予学位单位 : 哈尔滨工业大学
Classified Index: F713
U.D.C: 338
Dissertation for the Master Degree in Management
THE MODERATION EFFECT OF DISCOUNT
STRATEGY ON THE RELATIONSHIP
BETWEEN CAR SHARING POLICY AND
CUSTOMER SATISFACTION
Candidate: Wang Lvye
Supervisor: Associate Prof. Ge Jiaoju
Academic Degree Applied for: Master of Management
Speciality: Business Administration
Affiliation: Shenzhen Graduate School
Date of Defence: June, 2018
Degree-Conferring-Institution: Harbin Institute of Technology
哈尔滨工业大学管理学硕士学位论文
- I -
摘要
互联网科学技术的快速进步以及共享经济的兴起,带动了个体经济的发
展。以出租车市场为例,信息的不对称使交易的成本变得更高,使规范化经
营变得难上加难。出租车公司产生后,市场交易成本随之下降,服务也更加
正规化、标准化。由于互联网科学技术被越来越广泛的应用,共享出行平台
如Uber、Lyft、滴滴出行等随之出现。用户可以借助共享出行平台,降低获
得出行信息的成本,避免信息不对称现象的产生。与传统出租车行业提供的
服务相比,网络约车的先天优势较为明显,体现在不仅可以凭借第三方平台
使运营成本降至最低,同时又可以使消费者获得更好的服务。网约车的出现
一定程度上缓解了消费者“打车难”的困境,但是好景不长,国家以及地方
相继出台了网约车管理办法,一定程度上遏制了网约车市场的快速发展
在学术界,关于网约车的研究大多集中在商业模式、营销推广策略、组
织战略策略、网约车新政利弊、手机打车软件满意度等,而几乎没有关于网
约车新政出台后对顾客满意度的影响以及折扣策略对网约车新政与顾客满意
度间关系调节作用的相关研究。本文的研究弥补了以上空白,在搜集整理国
内外相关文献的基础上,确立了研究框架及假设,以滴滴出行公司的快车订
单数据为例展开研究,选择深圳市作为研究对象,梅州市作为参照对象。最
终获得的研究结果表明网约车新政颁布初期对顾客满意度有显著的正向影响,
在颁布后期对顾客满意度有显著的负向影响。折扣策略对网约车新政与顾客
满意度关系有显著的正向调节作用
关键词:折扣策略;网约车新政;顾客满意度
哈尔滨工业大学管理学硕士学位论文
-II-
Abstract
Both the rapid growth of Internet science and technology and the rise of the
sharing economy have led to the development of individual economies. Taking
the taxi market as an example, the asymmetry of information has made the
transaction cost higher, making it difficult to standardize operations. After the
taxi company was created, the transaction costs of the market dropped, and the
service became more and more standardized. As Internet science and technology
are used more and more widely, shared travel platforms such as Uber, Lyft, and
Didi emerge. Users can use the shared travel platform to reduce the cost of
obtaining travel information and avoid information asymmetry. Compared with
the services provided by the traditional taxi industry, the intrinsic advantages of
car sharing online are more obvious, which can be reflected not only in the
third-party platform to minimize operating costs, but also to enable consumers to
obtain better services. The appearance of the car sharing online has made it much
easier to travel for consumers. However, it did not last long. The car sharing
policy of national and local governments have curbed the rapid development of
the car sharing online market to some extent.
In academia, researches about shared travel mostly focus on business model,
marketing promotion strategies, organizational strategy strategies, advantages
and disadvantages of car sharing policy, and customer satisfaction of mobile
phone taxi softwares. There are almost no researches about the moderation effect
of discount strategy on car sharing policy and customer satisfaction. This article
will study whether the car sharing policy has an effect on customer satisfaction
and whether the discount strategy can moderate the relationship between policy
and customer satisfaction. The data of this study comes from Didi. Shenzhen is
selected as the research object, and Meizhou is the reference object. The final
research result obtained is that the initial period of the car sharing policy has a
significant positive impact on customer satisfaction, and has a significant
negative impact on customer satisfaction in the later period. The discount
strategy has a significant positive moderation effect on the relationship between
the car sharing policy and customer satisfaction.
Keywords:discount strategy, car sharing policy, customer satisfaction。。。。。。