国内O2O外卖平台饿了么客户满意度调查及改善研究

Customer Satisfaction Survey and Improvement of O2O Take-away Platform in China

互联网行业的飞速发展带动产生了O2O外卖行业,美团和饿了么是国内目前最具代表性的两家外卖平台,但是饿了么发展远远不如美团。文中以饿了么为研究对象,基于文献研究和ACSI假设,结合TAM模型和SERVQUAL量表开发了外卖行业客户满意度评价模型,从消费者和商户两个方面对影响饿了么外卖平台的影响因素进行了问卷调研和IPA数据分析,认为饿了么应该着重从食物卫生程度、食物价格、活动和优惠力度及相关服务等方面加强改善,并提出了通过实施“明厨亮灶”、放心签等工程加强监管,举办超级会员日提高优惠力度,通过社区微信和QQ群运营丰富活动方式提高曝光率、举办培训增强外卖平台APP美观性和操作便利性及和商户、骑手一起提高服务效率和质量等改善建议。

The take-away line occurred with rapid development of internet technology,Meituan and Eleme are two representative companies in China at present,But Elem's market volume is more smaller than Meituan.The thesis establishes the take-away line customers satisfaction appraisal model based on related researches and ACSI hypothesis combined with the TAM model and the SERVQUAL table as Eleme for research object,takes a questionnaire investigation and data analysis to influence factors to Eleme take-away platform from buyers and storekeepers,The thesis thinks that Eleme should improve it's quality by building transparent kitchens,sticking safe labels on food boxes,setting up super-clients days to sell cheaper goods,taking more promotion activities and giving more exposure for restaurants by organizing residents SMS and QQ groups,making the take-away APP more beautiful and efficient to operate by training,enhancing service level with storekeepers and delivers mainly from aspects of food health,price,promotion activities and relevant service etc.