Customer Satisfaction With Participation O2O Influence Of Operational Services

With the rapid development of Internet, a new kind of020commerce model was born. In the second half of2011buy website vicious competition, blind expansion and other issues hindering the healthy development of the online group-buying market, buy site in the fierce competition gradually became aware of the importance of customer participation. As a typical type of service industries, provide high quality service is the catering group buying is an important way to improve customer satisfaction. According to the characteristics of O2O buy website,O2O as a closed-loop mode considering the website quality of service and business service quality in this paper. In the new e-commerce model, this paper introduces the quality of service into customer satisfaction and customer participation empirical study, researched and analyzed the relationship between the three variables had important theoretical and practical significance. The first, in this article relevant concepts of customer participation were reviewed, and the dimensions about customer participation were defined. Then the theory of service quality were reviewed, including the concept of quality of service, service quality dimensions and dimensions defined and so on. Third, the theory of customer satisfaction mainly about its concept is reviewed. Fourth, hypothesis of this thesis base on the above literature review were proposed. Fifth, based on the relevant theoretical research,the design of the sample questionnaire refer to some internationally recognized and proven reliability of domestic higher scale. In theory building, based on the empirical study of this paper in two stages:(1) small sample tests. Small-scale distributed79questionnaires,recycled60parts. On customer participation, service quality and customer satisfaction three scales for project analysis and exploratory factor analysis, excluding revenues related to the questions,the formation of this final questionnaire.(2) empirical analysis. First collected206questionnaires for descriptive statistical analysis,and then the questionnaire reliability and validity of the re-verification,and secondly for each variable correlation analysis and regression analysis, and finally is the intermediary role of quality of service analysis.Through two stages of empirical analysis, the article mainly to the following conclusions.1. service quality between customer participation and customer satisfaction play a partial mediating role,means of customer participation through service quality to impact on customer satisfaction.2. customer participation and service quality can directly affect customer satisfaction.3. customer participation also directly have an effect on the quality of service.