Research On The Impact Of Customer Participation In Takeout O2O Platform Service Remediation On User Satisfaction

The development of mobile Internet has promoted the transformation of the take-away catering industry,which greatly facilitated people's lives,and led to the emergence of a form of mass consumption.The development of China's takeaway catering industry has also been transformed since 2012.So far,it has accumulated a mass of users,laying a solid market foundation for the expansion of the O2 O platform enterprise.The large-scale O2 O platform enterprise is so large that it inevitably causes service failures to occur frequently,and it also brings great difficulties to the management of platform enterprises.However,most of the researches on service recovery,customer participation and customer satisfaction are carried out under the dual transaction relationship.The relationship between customers and enterprises in the new platform business model is quite different from the traditional business model.The most outstanding performance is Participate in the diversification of the subject,and these participants interact with each other.Therefore,the research on the relationship between customer participation,service recovery and customer satisfaction under the new business model needs to be further explored.Under such a circumstance,the author attempts to study the relationship between customer involvement in the takeover O2 O platform service remedy and user satisfaction in the context of service failure.Firstly,based on the literature research at home and abroad,combined with the characteristics of the take-out O2 O platform enterprise,the research theoretical model is proposed and the variables in the model are defined operationally.The classic scale formation research questionnaire is modified to experience the users who have failed the service on the take-out platform.For the research object,the collected data were statistically analyzed by SPSS and structural equation modeling.This paper combines the characteristics of customer participation service remediation and take-out O2 O platform enterprises to study the role of customer participation in the relationship between various remedial measures and user satisfaction,and the impact of customer satisfaction on repurchase intention.The results of empirical research show that after the service failure occurs,the remedial measures of the platform enterprises or merchants are crucial,and the compensation,psychological remediation and response speed have a positive impact on the customer satisfaction of the O2 O platform;The customer satisfaction of the platform has a positive impact on the repurchase intention;the customer participation service remediation has a negative adjustment effect on the relationship between the physical compensation dimension of the platform or the merchant,the psychological remediation dimension and the customer satisfaction,but there is no modulatory effect on response speed;customer satisfaction with the take-out O2 O platform has a mediating effect between compensation,psychological remediation,response speed and repurchase intention.This study explores the service remediation dimension under multi-relationship,deeply explores the impact of customer participation service remediation on customer satisfaction,and provides inspiration for platform governance from the perspective of new service failure,and promotes the improvement of service remedial measures and customer satisfaction of take-out platform enterprises.