A Study Of Customer Experience's Effect On Website Brand Loyalty Of O2O Takeway Website

With the development of Internet technology and e-commerce,O2O has become a new business model.Internet giants and restaurants enter the O2O takeaway market,and a large number of takeaway websites come out.In order to cover the consumer terminal and get market share,fierce competition emerging between takeaway websites.However,the traditional marketing methods have been unable to meet customer demand,it is increasing difficult for takeout website to win customer brand loyalty.In the experience economy,consumers pay more attention to the whole delightful consumption process and enjoyable experience,rather than barely concern about the purchase of a product or service.Therefore,O2O takeaway website can enhance the site's brand loyalty with customer experience.In this study,a large amount of literature on customer experience were read and organized firstly,customer satisfaction,brand loyalty and alternative attractiveness have been reviewed,four dimensions have been summed for customer experience: site performance,product features,online payment and after-sales service.Secondly,theoretical models and hypotheses which based on these literature research have been proposed for the study.By referring to existing studies measuring scale,a small sample was tested and a formal questionnaire was designed for data collection.Finally,SPSS statistical software was utilized to analyze the sample data.The theoretical model and research hypotheses were verified and the following conclusions were drawn:1.Customer experiences have a significant impact on the customer satisfaction and customer experiences indirectly affected brand loyalty through customer satisfaction.2.The customer experiences' four dimensions has a significant influence on the website brand loyalty.The degree of influence of each dimension in descending order: after-sales service,site performance,product features,online payments.3.Customer satisfaction has a significant influence on the website brand loyalty.4.Alternative attraction has a moderate effect between customer satisfaction and website brands loyalty.In this study,customer experience theory under O2O takeaway site environment has been improved,and the research of customer experience to the website brand loyalty has been reinforced.Not only does the study enriches the theory of website brand loyalty,but also demonstrates the importance of the O2O customer experience.In addition,the corresponding management suggestions has been given based on the conclusions of empirical analysis,which may have a certain practical significance for O2O takeaway websites.