O2O在线外卖用户满意度研究与实证分析

O2O在线外卖顾客满意度评价体系区别于传统的餐饮顾客满意度评价,为提高O2O模式下在线外卖的顾客满意度,本文通过对顾客满意评价体系以及餐饮行业顾客满意因素研究,提出了O2O模式在线外卖用户满意度的模糊评价模型。模型给出在线外卖顾客满意的4个影响因素,即食品因素、价格因素、服务因素以及便利因素,其中食品因素对顾客满意的影响程度最大。利用模型对在线外卖的代表性平台"饿了么"进行顾客满意度的实证分析,验证了模糊评价体系可行性,并根据评价结果提出了提高O2O在线外卖顾客满意度的措施建议。

Evaluation and Demonstration of the Customer Satisfaction of Online Takeaway

To evaluate the online takeaway is quite different from the traditional catering system and it will influence people's consumption experience.To improve customer satisfaction of online takeaway, this study proposed a fuzzy evaluation model for online takeaway which is based on the analysis and factors perceived by the customers within an online takeaway environment.This paper is based on the model consisting four factors which have been proposed to explain the customer satisfaction for online takeaway which refers to the quality of food, price of item, service of firms and convenience of customer.The results indicate that quality of food factor is the most important to customer satisfaction.Besides, a case study of an online takeaway platform"ele.me"was used to investigate the feasibility of the model.According to the evaluated results, suggestions are being put forward to improve the customer satisfaction of online takeaway industry.