Research On The Influence Of Customer Experience On Customer Satisfaction In O2O Mode

In recent years, The Mobile Internet with the popularity of smart phones has been rapid development.O2 O model with the development of mobile Internet has made great achievements. The O2 O model has brought great changes in various industries, including food and beverage industry. In the new business model, the traditional business experience has been difficult to cope with the challenges brought by the development of O2 O pattern. At the same time, in the O2 O mode, the customer satisfaction affects customer experience has had a great change and deep. Therefore, under the O2 O model to explore the customer experience has important theoretical and practical significance for the study of customer satisfaction. Summarizing the results of previous studies, this paper hopes to answer in the O2 O mode through the research, what are the dimensions of customer experience? The various dimensions of customer experience how to influence customer satisfaction? Customer perceived value is the impact of customer experience on customer satisfaction plays a mediating role?This study is mainly through empirical research to confirm the hypothesis of customer experience influence on customer satisfaction. Mainly in the following steps: first of all through the literature review of domestic and foreign research results were collected, and then determine the dimensions of customer experience, determine the research model and set the customer perceived value as an intermediary variable. Secondly, the questionnaire was designed and the questionnaire was issued and recovered. Finally, empirical analysis, and then draw in O2 O mode, customer experience has a significant positive impact on customer satisfaction, customer perceived value on customer satisfaction has significant positive impact, customer perceived value in the customer experience and customer satisfaction plays an intermediary role. At the same time, this paper by regression and correlation analysis, confirmed the customer experience dimensions customer functional experience, emotional experience, interactive experience have significant positive impact on customer satisfaction, the analyses of the data of the questionnaire through the software SPSS21.Through the introduction of customer interaction experience, this paper enriches the research on the customer experience in O2 O mode and also confirmed that the customer experience dimensions through customer perceived value influence customer satisfaction. This let us know the importance of customer experience. In the relevant conclusions, which improve customer experience recommendations in O2 O mode, and play an important role in promoting the healthy development of the O2 O mode.