An Empirical Study On The Influencing Factors Of Customer Satisfaction Of Catering Takeaway O2O Logistics Service Quality

With the rapid development of mobile commerce,O2 O mode of mobile commerce is also getting more and more attention from the public.In the O2 O industry map released by Yiou.com,18 fields such as catering and retail have a certain market share,of which the catering O2 O market is at the explosive growth period,in the field of food and beverage O2 O,take-out O2 O has the highest market share,and is also the most popular part to the public.Food and beverage take-out O2 O is the product of transforming the catering industry with Internet thinking.At present,the competition method of most catering outlet O2 O merchants is to fight price.This single competition method can not improve customer satisfaction,and even play a negative role.Based on this,this paper takes the impact of logistics service quality on customer satisfaction of O2 O for food and beverage take-out as the starting point.Firstly,it reads a lot of relevant literatures at home and abroad,and reviews the literature on the development history and research status of O2 O and logistics service quality.The previous research on logistics service quality and customer satisfaction,based on the American Customer Satisfaction Model and Logistics Service Quality Model,based on the characteristics of catering take-out logistics services,built the customer-aware logistics service quality,customer perception value,customer expectations,take-out platform and merchant logistics reputation,customer satisfaction six dimensions of food and beverage O2 O logistics service quality customer satisfaction theory model.Secondly,the customer who has ordered the take-away food is used as the object of investigation to conduct empirical research.After the pre-study,data analysis and screening,a questionnaire with a total of 43 items is finally obtained and distributed through the questionnaire star.Data collection,using SPSS21.0 to conduct reliability testing and validity testing of the survey data to ensure the reliability and consistency of the questionnaire data.Then the Amos21.0software is used to analyze the structural equations of the initial theoretical model hypothesis to verify whether the initial theoretical model hypothesis is reasonable.The verification hypothesis is based on the status quo and characteristics of China's food and beverage take-out O2 O logistics service quality development and provide relevant solutions and suggestions.The final empirical results show that 16 of the 19 hypotheses have passed the verification.The positive impact of information service quality and service security on customer perceived value has not been confirmed,and the quality of information service has not significantly positively affected customer satisfaction.The remaining influencing factors of logistics service quality have positive impact on customer perceived value and customer satisfaction.This research not only expands the theoretical research on customer satisfaction of logistics services in the field of O2 O in food and beverage,but also has certain guiding significance for the orderly and healthy development of the export industry.