Research On The Impact Of Offline Service Quality On Customer Loyalty Of O2O E-commerce Platform

With the development of electronic commerce, a new e-commerce mode——O2O(Online to Offline) emerged. This mode connects the offline business opportunities with the Internet, makes the Internet be the front counter of offline trade. Offline services can attract customers online and the customers also can choose the services online. O2 O e-commerce is mainly oriented to the service industry. O2 O e-commerce platforms attract customers online, but the services bought online must be experienced by consumers off line. This mode puts high request forward to offline service quality.The Offline service quality will not only influence the offline merchant’s customer satisfaction, but also influences the O2 O e-commerce platform’s customer satisfaction and customer loyalty.This study is to explore the relationships between the offline service quality and the O2 O e-commerce platform’s customer loyalty.Empirical research of this paper selects the current well-developed O2O——local life- service O2 O as the research object, exploring the relationships between the offline service quality, the offline merchant’s customer satisfaction,the O2 O e-commerce platform’s customer satisfaction and the O2 O e-commerce platform’s customer loyalty. Firstly, this paper summarized the relevant literature about service quality, customer satisfaction, customer loyalty and O2 O e-commerce model. Secondly, this paper analysed the development situation of the local life- service O2 O e-commerce platform in China.Then, based on the characteristics of O2 O e-commerce model, this paper proposed the theoretical model and the hypotheses between the relationships in the model. Thirdly, the research took O2 O e-commerce consumers as the research object and took questionnaire investigation as the empirical research method.The empirical research was divided into two parts —— preliminary investigation and formal investigation, using SPSS17.0 and AMOS17.0 to analyzing the data and testing the hypotheses. Then, this paper got the conclusion through the analysis.The research proved that offline service quality can directly affect the offline merchant’s customer satisfaction, and it can also affect the O2 O e-commerce platform’s customer loyalty indirectly when we take the offline merchant’s customer satisfaction and customer satisfaction O2 O platform as two mediation variables.Finally, according to the research conclusion,this paper puts forward some management suggestions from the offline merchants’ and O2 O e-commerce platforms’ angles, in order to provide some ideas for the O2 O e-commerce’s healthy development.