Study on the Satisfaction of Consumers with Online Ordering Services and Its Influencing Factors in O2O mode: A Microcosmic Perspective on the Provision of Takeout Services

作者：Jiaxiang Hu, Xingyu Chen · 发表于：Revista de Cercetare si Interventie Sociala · 年份：2018 · 被引用次数：9 · 研究领域：Consumer Retail Behavior Studies

The rapid development of online to offl ine (O2O) mode has brought great opportunities and challenges to the catering industry. However, the limited understanding of the real needs of consumers has resulted in many incidents related to customer dissatisfaction, thereby resulting in huge consumer losses that have seriously aff ected the healthy development of the catering industry. To identify those factors that limit the satisfaction of consumers with online meal ordering services, a survey was conducted among 270 consumers in Shanghai, Beijing, Hangzhou, Wuhan, Shenzhen, Guangzhou, Wenzhou, Nanjing, Fuzhou, and Chengdu in February 2018. Ordered logistic regression was also performed, and the satisfaction of consumers with online ordering services and those factors that infl uence such satisfaction were empirically analyzed from the perspective of providing takeout services. The results point toward the low satisfaction of consumers with online ordering services and the services of offl ine merchants. First, the satisfaction of consumers with online ordering services is infl uenced by the quality of takeout services provided by ordering platforms, offl ine merchants, and logistics distributors. Second, the lack of aesthetics, safety, and reliability of ordering platforms, the poor quality of food provided by offl ine merchants, and the low service quality and failure of logistics in ensuring the integrity of their food can all explain the low satisfaction of consumers with on...