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

Autori:

Jiaxiang HU, Xingyu CHEN

Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 230-253

How to cite this article:

Hu, J., Chen, X. (2018). 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. Revista de Cercetare si Interventie Sociala, 63, 230-253.

Abstract:

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 online ordering services. Third, the reasonable price of dishes, convenience of taking meals, appropriate portion size of dishes, and meeting the specifi c requirements of consumers have been identifi ed as the four factors with the largest eff ect on customer satisfaction. Suppliers of takeout services can retain and improve the satisfaction of their consumers by designing a beautiful and innovative ordering platform, improving the quality of their food, and using eff ective distribution tools, all of which are important in ensuring the healthy development of the takeout ordering industry.