内容发布更新时间 : 2024/5/20 20:11:15星期一 下面是文章的全部内容请认真阅读。

an order online to receiving order. Consumers hope what they have ordered can be delivered fast and safely, and they can enjoy low-price and even free delivery service. Outstanding delivery service is helpful to improve customer satisfaction.

Website quality refers to the overall website quality that consumer perceives. The major factors for consumers to order takeout online are price and convenience. They can enjoy delicious food without leaving home or office. If consumer can search websites in low cost and the website establishment is perfect when consumer order takeout, consumer could find the pleasure and they will be satisfied with this consumption. Special offers refers to a series of activities that takeout ordering platforms and offline sellers initiate in order to add online traffic and stimulate consumer’s purchasing behavior. Currently, the special offers such as price discount on takeout ordering websites have some influence on consumer’s choice of takeout ordering, because consumer hope they can enjoy special offers to some degree except convenience. However, it is worth thinking that how to transform the customers’ attention from special offers to websites and sellers, and how toincrease consumers’ stickiness.

Perceptive risk refers to the risk degree that consumer experience and the tolerance of them to risk, which influences consumer’s purchasing decision. Although consumers need to input their own address and contact information when they order takeout online and they tend to choose online payment, consumers tend to choose sellers with commitment and good comment records. And these third-party payments and online banks have good technical guarantee and reputation, so consumers trust takeout ordering websites and sellers.

Convenience is the important driving factor for consumers to choose online takeout ordering. If it is hard to search takeout websites and the operational procedure is complicated, consumers will not chose online takeout ordering. From the perspective of bringing convenience to consumers, takeout ordering websites transform the food ordering procedure from online to offline, so consumers can order food rapidly and conveniently.Consumers are relatively satisfied with this basic condition----convenience.

6 Conclusions and deficiencies 6.1 Conclusions

21

This research takes major consumption groups of O2O takeout ordering market---college students andwhite collars as study objects to study the customer satisfaction of O2O online takeout ordering and draw the following conclusion and management inspiration:

(1) “Website quality”, “convenience”, “food quality”, “special offers”, “perceptive risk”, and “delivery service” are the 6 factors that influence consumer satisfaction of online takeout ordering. Based on it, if takeout ordering websites and offline sellers want to improve their consumer satisfaction, they can take measures from the 6 factors above.

(2) According to the influence degree of customer satisfaction towards online takeout ordering, these 6 factors can be ranked as “food quality”, “delivery service”, “website quality”, “special offers”, “perceptive risk”, and “convenience”. The inspirations from this conclusion to takeout ordering websites and restaurants are that 1) restaurants must be based on high-quality food. If there is obvious difference of food quality between customers’ actual experience and customers’ experience in the physical store or online information description, consumer will shape psychological gap.Therefore it is not likely for these restaurants to win trust or satisfaction.;2) restaurants cannot control time accurately in delivery. If food cannot be delivered in time in rush hours for eating, it will have obvious effect on customer satisfaction. If takeout ordering websites establish specialized delivery teams to undertake this work, restaurants will have more time to pay more attention to food quality and improve the customer satisfaction; 3) takeout ordering restaurants must attach more importance to the establishment of website, enabling consumers to order takeout online more conveniently and safely; 4) takeout ordering websites should not only pay attention to bring convenience to consumers , but also prove the consumer satisfaction and strengthen customer stickiness by using multiple special offers such as price discount and reasonable delivery charge.

6.2 Deficiencies and suggestions

This research has the following deficiencies: 1) research methods are deficient: questionnaire that this research adopts belongs to afterwards investigation. When the investigated subjects fill in the questionnaire, their answers are only based on the review of their previous experience, which is likely to cause vague memory and reduce the accuracy of the result of questionnaire. In the

22

future studies, reappearance of scene can be adopted to improve the accuracy of data; 2) sample choosing is deficient: the distribution of questionnaire is conducted on the northeast of USA. In order to simplify statistics, it only selects college students and white collars as the research subjects, which may have influence on the investigation result. To solve this problem, in the future studies, the investigation scope can be expanded to a larger region and occupations can be diversified. Only in this way, can we explore the influence factors of customer satisfaction of online takeout ordering comprehensively.

23