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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
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 \+\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 \war\
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, more 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 \can have plenty of the gain of a psychological\\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 \a kind of process, consumer is bought for product placement and shopping environment peer produce certain psychological activity after emotional judgment\Kotler considered \through the perception of a product compared to expectations after the formation of the cognitive\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 \and became considered to be \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