文献出处：Chellappa R. The Study on Customer Satisfaction Degree of Online Takeaway in O2O Mode [J]. Information Technology and Management, 2016, 6(2): 181-202.
原文原文
The Study on Customer Satisfaction Degree of Online Takeaway in O2O Mode
Chellappa R
Abstract
With the development of the era, especially the emergence of the Internet and popularization, the electronic commerce the sense of truly had started. Today, electronic commerce is subtly changing people's way of life. As the market is scattered and disorderly exist in the suppliers and customers, need to have a broad, sales of large-scale and centralized procurement platform, arises at the historic moment of O2O network platform, provides consumers with a new consumption patterns. As most of the attention of food and beverage part is O2O more fierce market competition. Delivery market is considered to be after O2O mode of group purchase the next most has the development in the field of food and beverage areas. Jingle for consumers want never leave home, maximum limit save time. And
for food industry merchants delivery is that they are under the condition of no increase in cost, also can be one of the important ways to increase the turnover. Keywords: O2O mode, jingle, consumer satisfaction
1 Introduction
Nearly two years with the emergence of "Internet +" concept, restaurant O2O entered the stage of rapid development of the market. research data shows: in 2014, the local life O2O market size of 235 billion, the restaurant O2O market accounted for 40.1% of local life O2O market scale, with the highest 94.37 billion yuan.O2O model the permeability of the highest industry - restaurant O2O, after a "thousand regiment war" after the market and formed the new - O2O take-away market competition field.
Since 2014, ali, tencent and other Internet business leaders have gradually join O2O take-away in the fierce competition of the market, to see that the O2O mode for
catering takeout restaurant industry development plays an important role in the future.
With the rapid development of Internet, more consumers choose this convenient and
quick way of eating..O2O, however, the development of food industry is still in the
exploration phase, online trading, offline in the process of consumption have led to
consumer dissatisfaction, and customer satisfaction is a measure of O2O mode key indicator of food delivery industry sustainable development. Is based on the consumer's point of view, this paper analyses the factors influencing customer satisfaction O2O take-away mode, put forward improving O2O mode food take-away countermeasures of customer satisfaction, promote the catering industry health development of the O2O mode.
2 Theoretical overview
2.1 O2O mode
Under the condition of the rapid development of network information technology,
peermore and more interaction between real life and the network, people more and more
inseparable from the network information platform, service life is gradually
approaching the development of mobile Internet. Based on the support network, interaction between online and offline virtual reality bring up a new business model, namely the O2O mode.
Alex Rampell (USA) is the person who first suggested O2O mode. In his view,
the new business model for offline market and online consumers realize perfect
together. In the offline business opportunities and new mode, to combine with the
Internet advertising platform and trading platform is plays the role of the Internet. The
Internet is the consumer in off-line way to get the product or service information,
customer by it can be as much as possible in order to reduce costs, obtain products and services they want. Also it is worth mentioning that this for settlement of a step is also can be done on the Internet, this is O2O model can quickly grow one of the key factors.
Vast network users online looking for possible consumer demand, after finishing
the payment online, offline real merchants are they finish the shopping consumption in the end. Alex O2O mode at the heart of real Rampel thought: based on the payment
in the form of O2O mode of each order is erratically, online payment way of the
quantitative results of the enterprise, analysis data added great power.
2.2 The concept of customer satisfaction
Customer satisfaction first appeared in the field of marketing is in 1965, is takes
the lead in putting forward by the American scholar Cardozo. For the differences of the concept of customer satisfaction has never stopped. Howard and Sheth defines it as "in the process of consumption, customers think he pays comprehensive cost if you can have plenty of the gain of a psychological"; Oliver and Linda is considered to be "it is a kind of emotional state of mind, when consumers after completion of consumption experience can be used as a reference of experience and consumer expectations and consumption experience to reach an agreement"; Westbfook and Reilly, considered to be "is a kind of process, consumer is bought for product placement and shopping environment peer produce certain psychological activity after emotional judgment". Kotler considered "consumers through the perception of a product compared to expectations after the formation of the cognitive". The definition of customer satisfaction from the state's perspective.
There is a kind of from the perspective of process definition of customer satisfaction for view: Hunt that customer satisfaction is the consumer to evaluate consumer experience, before you think it meets or exceeds expectations ".Tse and became considered to be "is a kind of evaluation about expected quality and perceived quality gap, the expected quality before the judgment is consumer buying behavior, perceived quality is after the completion of the purchase, consumers a psychological perception".
2.3 O2O delivery mode
O2O take-out restaurant O2O mode is short for delivery, it is through the Internet
or mobile device independently choose meal, and then the room home by special
delivery.
O2O take-away mode is a kind of O2O marketing model, namely, online
payment, offline consumption patterns.
3 Food take-away O2O mode analyses of the factors affecting customer satisfaction
As the big data as well as the rapid development of high and new technology industries, O2O storm swept through the entire food industry, also spread new economic model for short periods of time, the customer's diet with consumer behavior also changed. Restaurant O2O market after BA T giants come in succession, the competition is increasingly white cosmetic, and ultimately the market the key is to
have loyal customers. As a new emerging O2O take-away food industry, the influence factors of customer satisfaction is the important factors that affect each big website occupy the market.
3.1 The impact of site quality on customer satisfaction
Consumers adopt the O2O take-away mode repast, take-away website is the window of the cognitive food, so the quality of website design, website service quality as well as the quality of website marketing will be a certain impact on customer satisfaction.
First of all, the web page is consumer website must come into contact with, after page design for consumers in the most attention to is practical, convenient for consumers to quickly search to want food. If faced with complicated purchasing process or retrieve food invariance, consumers are less quick order; efficiency is too low will lose traffic. Manes (1997) argue that the operating system of the
fine degree of convenience, web site design network consumers' satisfaction. Pastrick (1997) pointed out that "simple and easy navigation page will give consumers to increase satisfaction, so that produce high satisfaction". Anderson and others think that online shopping convenience is concise, intuitive web interface, convenience of retrieving information and convenient transaction process.
Second, the services provided by the service quality can be understood as can meet the required or meet consumer potential demand characteristics, that is to say, the extent of the service work to meet the demand of consumers. Website service quality mainly includes reaction speed, the site of consumer complaints timely treatment and to apply for a refund. Order take-out website slow page influences
consumers satisfaction emotions, such as site activities, consumers will complain website slow response, thus affect consumer satisfaction. Website for consumer
refund treatment and complaints can not solve quickly, consumers to discontent in site.
According to before buying experience will affect consumer purchase intention, later
the website service quality is affected after consumers purchase intention, if before
buying experience produced discontent, can affect future purchase intention, indirect
loss of the customer base for catering businesses. Parasuraman (2002) and others suggest that enterprise electronic commerce development direction should be turned to service. Scott Stevens (2005) argue that site can quickly respond to consumer demand is one of the factors that affect customer satisfaction. MinhoKim (2008), Srini S.S rinivasan (2002) argue that the website processing efficiency of appealing to consumers as well as concern for consumers will affect the satisfaction of consumer.
3.2 The delivery quality impact on customer satisfaction
The traditional catering industry is to store repast, so the factors that affect
customer satisfaction logistics distribution. Under the mode of e-commerce, the
network shopping consumer satisfaction factors related to logistics. Similarly, O2O
take-out consumers is very important to the quality of food distribution, food
distribution process and service staff will have an effect on consumers' satisfaction. Many consumers,
especially a second-tier cities, on food distribution, delivery speed, and distribution costs will attention marki food from business process into consumers' hands, if the way of recognition, speed, distribution cost under the premise of reasonable, timely received food packaging intact, consumers can produce happy mood. If you do not receive food on time, the businessman when customer service attitude and late meals pantryman attitude will affect the mood of consumers, the personnel of the service or the room clerk if attitude is good, consumers may not
produce dissatisfied mood, otherwise, consumers will produce discontent, and even rejected. Therefore, whether it is food distribution way, speed, cost, or food packaging attitude, the attitude of the service and delivery member will have an effect on consumers' satisfaction. Take-out customers will directly to the merchant's service to judge the degree of satisfaction.

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