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
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

Summary/Abstract: The rapid development of online to offline (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 affected 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 influence 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 offline merchants. First, the satisfaction of consumers with online ordering services is influenced by the quality of takeout services provided by ordering platforms, offline merchants, and logistics distributors. Second, the lack of aesthetics, safety, and reliability of ordering platforms, the poor quality of food provided by offline 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 specific requirements of consumers have been identified as the four factors with the largest effect 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 effective distribution tools, all of which are important in ensuring the healthy development of the takeout ordering industry.

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