Research On The Strategy Of Improving Customer Satisfaction Of W Enterprise Under O2O Business Model

In recent years,based on B2 C and C2 C,the e-commerce platform has developed O2 O trading mode,which integrates online and offline consumption,and extends products and services to real consumption.The rapid development of e-commerce has gradually changed consumers' shopping habits and sales market pattern.Under the background of Rural Revitalization Strategy and Internet economy,more and more agricultural products enterprises choose e-commerce platform to expand sales channels,hoping to solve the problem of low efficiency and high cost of traditional e-commerce distribution,and provide a new way for product sales.At present,small and medium-sized e-commerce enterprises facing villages and towns are unable to provide high-quality services in many aspects,such as goods procurement,online operation,offline service,etc.Due to the lack of standardization,the connection between online and offline enterprises is not close enough,and the product quality cannot be guaranteed to be completely consistent.This leads to poor customer shopping experience and low satisfaction.Therefore,the research of this topic has certain theoretical and practical significance.Based on the analysis of the relevant literature at home and abroad,this paper first summarizes some theories,such as O2 O e-commerce,circulation of agricultural products,customer satisfaction,etc.Then take W enterprise as the research object,briefly analyze the development background,operation mode and problems in customer satisfaction.Based on customer demand,combined with website service,physical store service,perceived value and other satisfaction factors to build relevant index system.After the reliability and validity test,correlation analysis and regression analysis were carried out on the data.Through the correlation and regression analysis of the factors such as website service,physical store service and logistics service with consumer satisfaction,the problems of online and offline service are found.By finding out the relationship between the influencing factors and customer satisfaction,we can give the promotion strategy of customer satisfaction and promote the service level and operation efficiency of enterprises.