31. Engel J., Blackwell R. Consumer Behavior // NY: Holt, Rinehart and Winston. 1982. P. 501
32. Future of Foodservice Snapshot: Restaurant Delivery [Electronic resource] // The NPD Group. 03.04.2018. URL: HYPERLINK "https://www.npd.com/wps/portal/npd/us/news/press-releases/2018/foodservice-delivery-in-us-posts-double-digit-gains-over-last-five-years-with-room-to-grow/" https://www.npd.com/wps/portal/npd/us/news/press-releases/2018/foodservice-delivery-in-us-posts-double-digit-gains-over-last-five-years-with-room-to-grow/
33. Hallowell, R. The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study // International Journal of Service Industry Management. 1996. Vol. 7(4). PP. 27-42
34. Hirschberg C., Rajko A., Schumacher T., Wrulich M. The changing market fo food delivery [Electronic resource] // McKinsey&Company. 11.2016. URL: HYPERLINK "https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery" https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery
35. Hunt, H. CS/D Overview and future research direction in conceptualization and measurement of consumer satisfaction and dissatisfaction // Marketing Science Institute. 1977. P. 459
36. Is online food delivery about to get 'amazoned'? [Electronic resource] // Morgan Stanley. 21.07.2017. URL: HYPERLINK "https://www.morganstanley.com/ideas/online-food-delivery-market-expands/" https://www.morganstanley.com/ideas/online-food-delivery-market-expands/
37. Jayanti R., Jackson A. Service Satisfaction: An Exploratory Investigation of Three Models // Advances in customer research. 1991. Vol. 18. PP. 603-610
38. Johnson M.D., Nader G., Fornell C. Expectations, Perceived Performance and Customer Satisfaction for a Complex Service: the Case of Bank Loans // Journal of economic psychology. 1996.17. PP. 163-182
39. Kim M., Park M., Jeong D. The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services // Telecommunications policy. 2004. Vol. 28(2). PP. 145-159
40. Oliver, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. 1980. PP. 460-469
41. Oliver R. Whence consumer loyalty? // Journal of marketing. 1999. Vol.63(1). PP. 33-44
42. Pappu R., Quester P. Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands // Journal of Product & Brand Management. 2006. Vol. 15(1). PP. 4-14
43. Rather R. A. Investigating the impact of customer brand identification on hospitality brand loyalty: A social identity perspective // Journal of Hospitality Marketing & Management. 2018. Vol.27(5). PP. 487-513
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45. Spreng R.A., Mackey R.D. An Empirical Examination of a Model of Perceived Service Quality and Satisfaction // Journal of retailing. 1996. Vol.72. PP. 201-214
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Приложение
Таблица 1. Конкуренты «ДОДО Пиццы» по России (дата обращения: 18.11.2018)
|
SimilarSites |
Serpstat.com |
SemRush |
Advse.ru |
Spywords.ru |
|
|
Dominospizza.ru |
Dominospizza.ru |
Papajohns.ru |
Pizzahut.ru |
Papajohns.ru |
|
|
Papajohns.ru |
Papajohns.ru |
Ipizza.ru |
Papajohns.ru |
Feliciana.ru |
|
|
Delivery-club.ru |
Pizzahut.ru |
Pizzasushiwok.ru |
Pizza60minut.ru |
Pizzahut.ru |
|
|
Eda.yandex.ru |
Farfor.ru |
Dominospizza.ru |
88005500600.ru |
Bocconcino.ru |
|
|
Pizzahut.ru |
Zakazaka.ru |
Pizzahut.ru |
Pizzasushiwok.ru |
||
|
Farfor.ru |
Tashirpizza.ru |
2-berega.ru |
Dominospizza.ru |
||
|
Ipizza.ru |
Citypizza.ru |
Ipizza.ru |
|||
|
Delivery-club.ru |
Tashirpizza.ru |
Free-dostavka.ru |
|||
|
2-berega.ru |
Farfor.ru |
||||
|
Pizzasushiwok.ru |
Zakazaka.ru |
||||
|
Ollis.ru |
|||||
|
Dostaevsky.ru |
|||||
|
Citypizza.ru |
Таблица 2. Конкуренты «ДОДО Пиццы» по Москве (18.11.2018)
|
SimilarSites |
Serpstat.com |
Advse.ru |
Spywords.ru |
|
|
Dominospizza.ru |
Ipizza.ru |
Pizzahut.ru |
Papajohns.ru |
|
|
Papajohns.ru |
Citypizza.ru |
Pizzafab.ru |
Feliciana.ru |
|
|
Delivery-club.ru |
Pizzland-moscow.ru |
Dominospizza.ru |
Pizzahut.ru |
|
|
Eda.yandex.ru |
Foodband.ru |
Pizzasushiwok.ru |
Bocconcino.ru |
|
|
Pizzasushiwok.ru |
Pizzasushiwok.ru |
|||
|
Dominospizza.ru |
Dominospizza.ru |
|||
|
Pizzahut.ru |
Ipizza.ru |
|||
|
Papajohns.ru |
Free-dostavka.ru |
Таблица 3. Вовлеченность трафика сайтов доставок пицц по России (за октябрь 2018)
|
ЗА ОКТЯБРЬ 2018 |
Вовлеченность |
|||
|
Среднее время посещения |
Число просм. страниц |
Доля отказов,% |
||
|
Dodopizza.ru |
0:05:41 |
4,87 |
32,11% |
|
|
Dominospizza.ru |
0:05:23 |
5,55 |
33,63% |
|
|
Papajohns.ru |
0:04:56 |
5,92 |
31,72% |
|
|
Delivery-club.ru |
0:04:41 |
5,15 |
45,46% |
|
|
Eda.yandex.ru |
0:04:38 |
4,39 |
36,60% |
|
|
Pizzahut.ru |
0:04:31 |
4,38 |
34,31% |
|
|
Farfor.ru |
0:06:33 |
6,04 |
32,17% |
|
|
Zakazaka.ru |
0:00:00 |
0 |
0 |
|
|
Tashirpizza.ru |
0:04:47 |
25,09 |
32,57% |
|
|
Ipizza.ru |
0:04:53 |
5,04 |
36,50% |
|
|
2-berega.ru |
0:05:13 |
6,81 |
31,01% |
|
|
Pizzasushiwok.ru |
0:05:35 |
6,27 |
30,75% |
|
|
Ollis.ru |
0:05:39 |
5,96 |
29,57% |
|
|
Dostaevsky.ru |
0:05:32 |
7,33 |
26,98% |
|
|
Citypizza.ru |
0:05:20 |
5,25 |
32,05% |
|
|
Pizza60minut.ru |
0:31:56 |
22,54 |
41,51% |
|
|
88005500600.ru |
0:06:21 |
8,50 |
35,25% |
|
|
Feliciana.ru |
0:00:27 |
1,22 |
86,22% |
|
|
Bocconcino.ru |
0:02:27 |
4,28 |
38,69% |
|
|
Free-dostavka.ru |
0:01:49 |
2,25 |
54,27% |
Таблица 4. Вовлеченность трафика сайтов доставок пицц по Москве (за октябрь 2018)
|
ЗА ОКТЯБРЬ 2018 |
Вовлеченность |
|||
|
Ср время посещения |
Число пр страниц |
Доля отказов,% |
||
|
Dodopizza.ru |
0:05:41 |
4,87 |
32,11% |
|
|
Dominospizza.ru |
0:05:23 |
5,55 |
33,63% |
|
|
Papajohns.ru |
0:04:56 |
5,92 |
31,72% |
|
|
Delivery-club.ru |
0:04:41 |
5,15 |
45,46% |
|
|
Eda.yandex.ru |
0:04:38 |
4,39 |
36,60% |
|
|
Ipizza.ru |
0:04:53 |
5,04 |
36,50% |
|
|
Citypizza.ru |
0:05:20 |
5,25 |
32,05% |
|
|
Pizzasushiwok.ru |
0:05:35 |
6,27 |
30,75% |
|
|
Pizzahut.ru |
0:04:31 |
4,38 |
34,31% |
|
|
Feliciana.ru |
0:00:27 |
1,22 |
86,22% |
|
|
Bocconcino.ru |
0:02:27 |
4,28 |
38,69% |
|
|
Free-dostavka.ru |
0:01:49 |
2,25 |
54,27% |
|
|
Pizzland-moscow.ru |
0:01:47 |
2,95 |
33,44% |
|
|
Foodband.ru |
0:04:52 |
5,07 |
33,65% |
|
|
Pizzafab.ru |
0:03:05 |
4,41 |
52,32% |
Таблица 5. Эффективность в социальных сетях (анализ по России)
|
Критерии/доставки |
Эф-ть в соц сетях (01.11.17-01.11.18) |
||||||||
|
ВК |
|||||||||
|
Кол-во подписчиков |
Кол-во лайков |
Просмотры |
ER Day |
ER Post |
ER View |
LR |
TR |
||
|
Dodopizza.ru |
63472 |
100767 |
9066852 |
0,572 |
0,406 |
1,273 |
0,309 |
0,076 |
|
|
Dominospizza.ru |
26646 |
40247 |
2446248 |
0,587 |
0,227 |
1,456 |
0,16 |
0,042 |
|
|
Papajohns.ru |
84704 |
9999 |
4207646 |
0,08 |
0,126 |
0,651 |
0,052 |
0,073 |
|
|
Delivery-club.ru |
450810 |
291672 |
34907680 |
0,215 |
0,088 |
1,098 |
0,072 |
0,014 |
|
|
Eda.yandex.ru |
3761 |
1080 |
1098024 |
0,143 |
0,913 |
0,331 |
0,504 |
0,371 |
|
|
Pizzahut.ru |
18782 |
18902 |
899980 |
0,979 |
1,183 |
6,353 |
0,333 |
0,788 |
|
|
Farfor.ru |
164965 |
71786 |
9245571 |
0,172 |
0,116 |
1,117 |
0,08 |
0,025 |
|
|
Zakazaka.ru |
110216 |
374 |
129542 |
0,006 |
0,043 |
0,399 |
0,034 |
0,008 |
|
|
Tashirpizza.ru |
5656 |
596 |
83048 |
0,039 |
0,085 |
0,79 |
0,074 |
0,002 |
|
|
Ipizza.ru |
30521 |
34218 |
3611308 |
0,33 |
0,23 |
2,06 |
0,213 |
0,011 |
|
|
2-berega.ru |
58530 |
17378 |
3376286 |
0,205 |
0,125 |
1,244 |
0,049 |
0,07 |
|
|
Pizzasushiwok.ru |
11915 |
45 |
10559 |
0,021 |
0,031 |
0,499 |
0,024 |
0,005 |
|
|
Ollis.ru |
36417 |
34406 |
4736024 |
0,337 |
0,115 |
0,925 |
0,088 |
0,016 |
|
|
Dostaevsky.ru |
33267 |
36149 |
3572444 |
0,491 |
0,406 |
1,688 |
0,246 |
0,112 |
|
|
Citypizza.ru |
6555 |
179 |
45877 |
0,009 |
0,03 |
0,401 |
0,026 |
0,003 |
|
|
Pizza60minut.ru |
3267 |
1960 |
436941 |
0,201 |
0,114 |
0,538 |
0,093 |
0,006 |
|
|
Feliciana.ru |
38 |
11 |
2535 |
28,947 |
7,237 |
0,446 |
7,237 |
0 |
|
|
Bocconcino.ru |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
|
|
Free-dostavka.ru |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
Таблица 6. Эффективность в социальных сетях (анализ по Москве)
|
Критерии/доставки |
Эффективность в соц сетях (01.11.17-01.11.18) |
||||||||
|
ВК |
|||||||||
|
Кол-во подписчиков |
Кол-во лайков |
Просмотры |
ER Day |
ER Post |
ER View |
LR |
TR |
||
|
Dodopizza.ru |
56822 |
182211 |
6251678 |
1,292 |
0,108 |
2,889 |
0,073 |
0,034 |
|
|
Dominospizza.ru |
26646 |
40247 |
2446248 |
0,587 |
0,227 |
1,456 |
0,16 |
0,042 |
|
|
Papajohns.ru |
84704 |
9999 |
4207646 |
0,08 |
0,126 |
0,651 |
0,052 |
0,073 |
|
|
Delivery-club.ru |
450810 |
291672 |
34907680 |
0,215 |
0,088 |
1,098 |
0,072 |
0,014 |
|
|
Eda.yandex.ru |
3761 |
1080 |
1098024 |
0,143 |
0,913 |
0,331 |
0,504 |
0,371 |
|
|
Pizzahut.ru |
3782 |
245 |
12337 |
0,019 |
0,029 |
1,841 |
0,029 |
0 |
|
|
Ipizza.ru |
30521 |
34218 |
3611308 |
0,33 |
0,23 |
2,06 |
0,213 |
0,011 |
|
|
Pizzasushiwok.ru |
11915 |
45 |
10559 |
0,021 |
0,031 |
0,499 |
0,024 |
0,005 |
|
|
Citypizza.ru |
6555 |
179 |
45877 |
0,009 |
0,03 |
0,401 |
0,026 |
0,003 |
|
|
Feliciana.ru |
38 |
11 |
2535 |
28,947 |
7,237 |
0,446 |
7,237 |
0 |
|
|
Bocconcino.ru |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
|
|
Free-dostavka.ru |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
|
|
Pizzland-moscow.ru |
21 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
|
|
Foodband.ru |
18372 |
1870 |
510462 |
0,065 |
0,29 |
0,901 |
0,127 |
0,148 |
|
|
Pizzafab.ru |
1146 |
200 |
24161 |
0,065 |
0,358 |
1,156 |
0,268 |
0,083 |
Таблица 7. Техническая оптимизация сайтов (анализ по России за ноябрь 2018)
|
Критерии/доставки |
Тех оптимизация |
||||||
|
Total score |
Performance (30) |
Mobile (30) |
SEO (30) |
Security (10) |
Page Speed |
||
|
Dodopizza.ru |
26 |
16 |
0 |
0 |
10 |
16,60 |
|
|
Dominospizza.ru |
67 |
12 |
30 |
15 |
10 |
9,60 |
|
|
Papajohns.ru |
84 |
19 |
30 |
25 |
10 |
7 |
|
|
Delivery-club.ru |
87 |
17 |
30 |
30 |
10 |
6,6 |
|
|
Eda.yandex.ru |
85 |
20 |
30 |
25 |
10 |
5,4 |
|
|
Pizzahut.ru |
77 |
17 |
30 |
20 |
10 |
4,3 |
|
|
Farfor.ru |
77 |
22 |
30 |
15 |
10 |
5,1 |
|
|
Zakazaka.ru |
72 |
12 |
30 |
20 |
10 |
63,6 |
|
|
Tashirpizza.ru |
70 |
15 |
30 |
15 |
10 |
6,7 |
|
|
Ipizza.ru |
90 |
20 |
30 |
30 |
10 |
5 |
|
|
2-berega.ru |
67 |
12 |
30 |
15 |
10 |
7,5 |
|
|
Pizzasushiwok.ru |
65 |
5 |
30 |
20 |
10 |
8,5 |
|
|
Ollis.ru |
67 |
17 |
30 |
10 |
10 |
6,3 |
|
|
Dostaevsky.ru |
72 |
12 |
30 |
20 |
10 |
8,3 |
|
|
Citypizza.ru |
87 |
17 |
30 |
30 |
10 |
3,6 |
|
|
Pizza60minut.ru |
57 |
17 |
30 |
10 |
0 |
4,1 |
|
|
Feliciana.ru |
69 |
19 |
30 |
10 |
10 |
6,5 |
|
|
Bocconcino.ru |
67 |
17 |
30 |
20 |
0 |
5,4 |
|
|
Free-dostavka.ru |
80 |
30 |
30 |
20 |
0 |
2,5 |