Study Of Consumer Satisfaction Of Catering Takeout Under O2O Mode

With the emergence of "Internet +", catering takeout industry under O2 O mode has been developing rapidly in recent years. O2 O takeaway turnover rose as high as 125% in 2014.However, the development of O2 O takeaway industry is still in the exploration phase, much problem from consumers was appeared in the process of trading online and offline consumption. But, customer satisfaction is the key to determine sustainable development of the catering takeout industry under O2 O mode. This paper which is based on the consumer’s point of view analyses the influencing factors about O2 O takeaway customer satisfaction. It puts forward countermeasures improving customer satisfaction of catering takeaway industry under O2 O mode, and promotes the health development of the catering industry under O2 O mode.Reading of vast amount of relevant literature both at home and abroad, this paper summarizes the influence factors of customer satisfaction under the traditional mode,combining with the characteristics of O2 O takeaway mode. It adds distribution quality evaluation index system of influencing factors and builds the five types of O2 O takeaway customer satisfaction evaluation index. Using analytic hierarchy process and entropy value method to determine the index weight. It is established fuzzy comprehensive evaluation model of customer satisfaction for O2 O takeaway mode. Use the method of questionnaire survey customers in Liao ning province, the effective questionnaires which has 253 were taken back in the end. Evaluation results show that the O2 O takeaway is 3.56, the overall customer satisfaction evaluation towards satisfaction. Indicators of evaluation results drow satisfaction-important degree map, it shows that significant effect of O2 O takeaway consumer satisfaction is the enterprise image which have an important degree and low satisfaction.According to the results of the empirical research, it puts forward the countermeasures and suggestions to improve customer satisfaction of catering industry under O2 O takeaway mode for the takeaway website and catering industry.