非生鲜品类O2O服务质量对顾客满意度影响研究

Research on the Impact of O2O Service Quality of Non-fresh Products on Customer Satisfaction

结合已有感知服务质量对顾客满意度影响的研究成果和对非生鲜品类O2O经营活动的实证分析,以顾客体验为出发点,运用社会交换理论研究非生鲜类O2O电子商务平台的服务质量对顾客购物决策的影响以及这些维度对顾客满意度的影响。模型由线上系统的履行性、线上系统的私密性、线上下线的可靠性、线上线下的反应性、线上线下的情感性、线下系统的可感知性六个维度对顾客满意度的影响而构成。研究发现:网络系统的私密性成为影响顾客满意度的主要因素,零售企业通过提升服务质量同时提高线上线下运营服务的联动水平可以提高顾客感知服务质量和满意度。

Combined with the existing research results about the impact of service quality on customers satisfaction and the empirical study of the O2O business activities of non-fresh products,from the perspective of customers experience,this article uses social exchange theory to discuss the impact of O2O business activities'service quality of non-fresh products on customers'purchase decision-making and the influence of these dimensions on customer satisfaction.The model is made up of six dimensions affecting customer satisfaction,which include online fulfillment,online privacy,online and offline system reliability,online and offline responsiveness,online and offline empathy,offline perceptibility.It is found out that online privacy becomes the main factor that influences customer satisfaction.Therefore,retail businesses can improve service quality that customers are able to perceive and customer satisfaction by means of promoting service quality and improving online or offline linkage level of operating services.