Research Of The Customer Satisfaction On Group-Purchase Under O2O Model

020is a new kind of electronic commerce model which combines online and offline. With the rapid development of mobile internet and smart mobile phone, O2O is emerging in China market. In2013the local life service020market scale reached75.56billion yuan, be regarded as the market under a one trillion. Group purchase is to analyze the market service of this locality life020, at present the hotel group purchase the breakdown in the field of ushered in the climax of new,11months of2013years ago, the hotel group purchase transactions amounted to3.15billion yuan, a year-on-year growth of90.5%, has become the Food, entertainment after the third large group purchase category. Behind the rapid development, Chinese hotel group purchase industry also has many problems. If the hotel group purchase market dragons and fishes jumbled together, lack of market supervision, customer rights infringement phenomenon hotel group purchase website and offline have occurred, leading to consumer hotel group purchase market is currently showing dissatisfied emotion, enthusiasm is reduced, development threatens the hotel group purchase industry. So, what factors affect the hotel group purchase of customer satisfaction, and how to improve the hotel group purchase satisfaction has become the focus of attention. This article is from the consumer’s point of view, factors affecting the Quest Hotel group purchase customer satisfaction.This article through the literature research, combined with the hotel group purchase of its own characteristics, analysis of the factors affecting the hotel group purchase customer satisfaction, and to the European customer satisfaction model (ECSI) based on the theory of group purchase, construction of hotel customer satisfaction index system and model. The empirical research through the questionnaire survey way, to the hotel group purchase experience, college students and young white-collar workers in Shanghai city as the key object of investigation,285questionnaires altogether.Data were analyzed with SPSS17.0software, reliability analysis, validity analysis on the recovery of data, correlation analysis and regression analysis, and individual characteristics (sex of respondents, income, group purchase experience) factors affecting the single factor analysis of variance was performed to explore the mode of020hotel group purchase customer satisfaction.Through this research facilities quality satisfaction of Discovery Inn Hotel, the hotel brand image, group purchase website design, hotel regional environmental quality, service quality of hotels, hotel, the integrity of the quality of network group purchase group purchase payment, information quality, website customer service quality and individual experience of hotel group purchase group purchase customers have significant positive effects. And put forward the credit system, the establishment of020model in the line under the hotel qualification, to establish secure network payment platform, strengthen technological innovation,020mode of strengthening the hotel facilities, improve the hotel customer service system is the key to improve the link. Finally summarized the problems of this research and future prospect.