Research On Customer Satisfaction Of The Local Life Service O2O

With the rapid development of e-commerce and the popularization of mobile internet,affordable and convenient O2O e-commerce model(Online To Offline)is gradually favored by consumers.This "Internet + real economy" e-commerce model makes the Internet be the foreground of the real economy.Offline merchants can take advantage of the Internet to conduct online marketing,and consumers can purchase services on the O2O platform.Since the O2O model relates to service goods,"online payment" and "offline experience" are the biggest features of O2O e-commerce model.That is to say,O2O platform for offline entities merchants "soliciting" customers to pay orders on the platform,consumers need to go offline entity businesses to accept and experience services.What are the factors that affect customer satisfaction during the whole process of customer participation in O2O consumption? This is the question that will be studied in this paper.This has an important guiding significance for the O2O platform and the offline merchants to expand the market share and adjust the marketing strategy.This paper takes the local life service O2O as the research object,and studies the omni-bearing factors that influence the customer satisfaction of the local life service O2O,and explores the key influencing factors.Firstly The paper first clearly defines relevant concepts and combs the relevant domestic and foreign literature of customer satisfaction,Secondly,based on the characteristics of O2O model,the customer satisfaction evaluation model of local life service O2O was proposed,and relevant assumptions were put forward based on the model.Thirdly,Taking the O2O consumers as the respondents,the first-hand data of customer satisfaction was collected through questionnaire survey and field survey.Finally,Using SPSS 19 software to analyze the data,test the hypothesis and draw the conclusion of the research.The results show that the regression coefficients of functional value,online payment value,offline experience value,after-sales service value and social value respectively are 0.165,0.193,0.317,0.137 and 0.152.Therefore,The key factors affecting the customer satisfaction of the local life service is the offline experience value(B=0.317),the second factor is online payment value(B=0.193),the third are functional value(B=0.165)and social value(B=0.152),the final is after-sales service value(B=0.137).Aiming at the magnitude of the influence,corresponding countermeasures and Suggestions were put forward,hoping to help the healthy development of O2O e-commerce model.