| Since Alex Lampel put forward the O2 O concept in 2011, O2 O full-channel model was applied in all industry, especially in some areas of life service, such as catering, tourism and hotel. But the current situation of group shopping sites is not optimistic, Didatuan and Quickerbuy site has closed down, Nuomi has attributed to Baidu, Manzuo.com has combined by Suning, Meituan and Dianping has merged, the fierce competition has not yet settled, examples of failure are everywhere. O2 O full-channel model is gradually applied in the field of physical commodities. The traditional retail clothing business Metersbonwe released the "life experience stores + APP" mode, Bestseller is to take "personal custom" mode, these actions are some exploration of O2 O channel model, but the performance is not working for business profit. The customer’s repeat purchase and cross purchase is based on the customer satisfaction. So the analysis of the influence factors of customer satisfaction under O2 O mode is significant.In the thesis, we study customers who purchased the products both in offline(retail stores) and online(official website, Lynx flagship store, APP etc.) for the same clothing brands(such as NIKE or ONLY etc.).The study is Based on the study results of previous customer satisfaction, combined with full channel mode O2 O features and summarized a series of factors that affect customer satisfaction. Online factors included web design, product quality, customer services, website personalized service and logistics; Offline factors included the store environmental quality, the store service quality and product appeal. The study questionnaire is refer to Customer Satisfaction Evaluation System in the past. Paper questionnaires is distributed in the Shanghai Dragon Dream Mall and electronic questionnaire is distributed in Star platform. 186 valid questionnaires were collected, we obtain descriptive and reliable analysis by SPSS 21.0 and the model fit analysis and standardized path coefficient analysis by AMOS 21.0.The results show that O2 O full-channel model of customer satisfaction as the combined type higher order constructs is supported both in the theory and data fitting, customer satisfaction of O2 O full-channel model is influenced in both online and offline. In contrast, the influence of online satisfaction is more significant, where web design and logistics have greater influence for online satisfaction, followed by product quality assurance and customer service website, while the product attraction has highest coefficient in offline satisfaction, its impacts is almost equal to the sum of the store environment quality and service quality.The study takes traditional retail clothing business as an example, to build a theoretical construct of the O2 O channel model of customer satisfaction by psychometric method. And use structural equation analysis method to get the path coefficients of various factors. Based on the analysis both from online and offline to make relevant policy recommendations for the traditional retail clothing business and Suggest enterprises to improve customer satisfaction of O2 O full-channel model as the core in the transformation and upgrading. In the end, the thesis concluded the study deficiency and discussed future research. |
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