| With the rapid development of mobile Internet and big data technology,the traditional catering enterprises have been influenced by the Internet."Internet plus food" has covered semi-finished products catering,catering business service management,network ordering and interactive sharing services.As one of the service which has a high usage frequency,O2 O catering services has maintained a high growth momentum in recent years,on this basis,takeaway O2 O started its high-speed development,thus more and more O2 O food delivery platform emerged,and takeaway market maintains a relatively high growth rate.However,the start of Chinese O2 O food delivery market is relatively late but has a rapid.There are many problems come to our consideration,such as extensive expansion in the operation and expansion,the black households,and the break of platforms’ funding.As we can see,the profit model is not yet mature in China.In the face of tight profit margins and homogenization of serious competition situation,how to improve these platforms’ customer loyalty has already become a serious problem which O2 O food delivery platforms need to consider and solve.Based on the analysis of O2 O electronic commerce pattern and the results of previous research of consolidation,we got our conclusions combined with the characteristics of Chinese O2 O food delivery platforms,from five aspects including customer trust,online platforms,offline business service quality,customer satisfaction,switching cost five aspects,to construct the O2 O food delivery platforms Customer Loyalty Measurement model.By means of questionnaire survey to collect data,through the analysis of frequency analysis,reliability test and validity test of basic statistics,AMOS20.0 has been used to test O2 O food delivery platforms model of customer loyalty,explore the related effects of O2 O food delivery platforms and the mechanism of customer loyalty.The result shows that:(1)The customer trust of takeaway consumer is very important in attracting and retaining customers.Customer trust can directly affect the O2 O food deliveryplatforms’ customer loyalty,and online platforms and offline business service quality can also as a whole put an indirect effect on customer loyalty,with customer satisfaction as the intermediary variable;(2)Based on the characteristics of O2 O food delivery model,the characteristics of online platforms and the service quality of offline enterprises are very important,which will have a direct affect on the customer satisfaction,and indirectly affects the customer loyalty.(3)customer satisfaction is the most important influencing factor of customer loyalty,and the switching cost is positively related to customer loyalty.The results of this study reflect the various factors influencing customer loyalty and their mechanism,which will have certain reference value for the steady development of O2 O platform. |
