O2O餐饮顾客满意度评价及提升策略研究

Evaluation of Customer Satisfaction and Improvement Strategy for the O2O Catering Industry

互联网时代,O2O餐饮成为常态化的消费方式。但伴随激烈竞争,O2O餐饮企业同时凸显出各式各样的问题,与消费升级形成新的矛盾,严重影响O2O餐饮顾客满意度,同时也制约餐饮企业未来的发展。以O2O餐饮行业为研究对象,基于“零售之轮”理论,通过实证分析,构建满意度模型,提出影响顾客满意度的若干评价指标,对影响因素提出相应的措施办法,为O2O餐饮企业长期发展提供参考。

With the rapid development of Internet technology,O2O catering has become a normal consumption mode for consumers.However,with the fierce competition,there also emerge various outstanding problems in the O2O catering enterprises,resulting in new contradictions with consumption upgrading,seriously affecting the customer satisfaction and restricting the future development of such enterprises.Based on the theory of“retail wheel”and through empirical analysis,this paper establishes a satisfaction model,puts forward several evaluation indicators that affect customer satisfaction,advances corresponding measures for influencing factors,and provides some guidance for the long-term development of O2O catering enterprises.