O2O模式下的美团外卖平台顾客满意度影响因素研究

Research on Influencing Factors of Customer Satisfaction of Meituan Food Delivery Platform under O2O Model

O2O模式的出现后,餐饮外卖得到了很好的发展。外卖平台吸引了大量用户的同时,也出现了一系列诸如卫生质量差、配送速度慢及平台服务差等问题,而这些问题会导致消费者满意度发生变化,进而影响餐饮外卖行业的发展。本文以美团外卖为例,基于ACSI模型,从顾客预期、感知质量、感知价值、顾客满意度、顾客抱怨及顾客忠诚六个维度共26个指标展开了关于美团外卖的顾客满意度调查,运用K-Means聚类及XGBoost回归等方法进行实证分析。结果表明:1) 在美团外卖APP的使用者中,女性略多于男性,多为学生,订餐频率较低,月均消费金额较低。2) “争分夺秒打工人”对美团外卖APP使用频率高且消费金额也较高,他们尤其重视外卖的干净卫生和配送速度。“犹豫不决学生党”对各因素普遍重视,精益求精。3) 比起菜品质量,包装好坏等,顾客更注重平台和商家提供的服务。4) 对于不同平台同一商家,顾客更加注重价格。5) 杀熟和隐私泄露问题的存在会影响到顾客满意度。

After the emergence of O2O model, catering takeout has been very good development. While the takeout platform attracts a large number of users, a series of problems, such as poor hygiene quali-ty, slow delivery speed and poor platform service, also appear. These problems will lead to changes in consumer satisfaction, and thus affect the development of catering takeout industry. Taking Meituan takeout as an example, based on ACSI model, this paper conducts a customer satisfaction survey on Meituan takeout from 26 indicators in six dimensions, namely customer expectation, perceived quality, perceived value, customer satisfaction, customer complaint and customer loyalty, and uses K-means clustering and XGBoost regression to conduct empirical analysis. The research shows that: 1) Among the users of Meituan takeout APP, there are slightly more women than men, and most of them are students. Their frequency of ordering food is low, and the average monthly consumption amount is low. 2) “Workers against time” use Meituan food delivery APP frequently and spend a high amount of money. They pay special attention to the cleanliness and delivery speed of food delivery. The “hesitant student Party” attaches great importance to all factors and strives for perfection. 3) Customers pay more attention to the service provided by the platform and merchants than to the quality of dishes and packaging. 4) For the same business on different platforms, cus-tomers pay more attention to price. 5) The problems of familiarity and privacy disclosure will affect customer satisfaction.