Research On Customer Satisfaction Enhancement Strategy Of Group Buying Platform A

Since 2020,the emergence of the COVID-19 and the call of the CPC Central Committee to "build a domestic and international double cycle interactive market economy development layout" have promoted the rapid increase of online traffic,community group buying has also ushered in an explosive boom,and more and more Internet giants have joined the industry,making community group buying competition even more tragic.With the increase of investment and the continuous improvement of supervision,the size of the community group purchase market will undergo a thorough reshuffle.The network platform with small market size and unclear operation and management mode will encounter a knockout competition.The attention of the community group purchase will be reduced,the growth rate of the trading market will also be affected,and the growth rate will also be slowed.With the introduction of new rules,how to improve the customer satisfaction of A group purchase platform to promote its development has become the most concerned issue of websites and businesses.The thesis takes the A group purchase network platform as the main object of in-depth research,combines the basic theory of community group purchase and customer satisfaction theory,and through the comprehensive application of various methods,deeply discusses how to improve the customer satisfaction of A group purchase platform,in order to obtain more consumer group support,so as to achieve good development.Combined with the current development status and customer satisfaction status of A group purchase platform,the ACSI model is used to build the customer satisfaction evaluation index system of A group purchase platform.In the article,the customer satisfaction index of A group purchase platform is taken as the first level index,namely the target level;Under the target layer,the criteria layer,factor layer and indicator layer are set respectively,and the secondary,tertiary and tertiary indicators are set respectively.The first-level indicators include five variables,such as customer expectations,perceived quality,etc;The third-level indicators are based on the second-level indicators and further set up 14 observation variables,such as overall expectation,demand expectation,emotional expectation,platform,goods and services;The fourth level indicators are based on the third level indicators,and 25 indicators are further set.Then,according to the actual situation of the A group purchase platform,a questionnaire was prepared.A total of 400 questionnaires were distributed.After the questionnaire was collected,the corresponding data were statistically analyzed,and the corresponding conclusions were drawn.Finally,on the basis of theoretical research and empirical research,this thesis found that,in view of the development of A group purchase platform,specific strategies to improve customer satisfaction were proposed from the aspects of platform,goods and services,to help A group purchase platform reduce costs,improve service quality,enhance competitiveness and profitability,which also has certain reference significance for other similar community group purchase platforms.