Research On The Effect Of O2O Scene Element Structure On Customer Satisfaction

In the era of digital economy,the transparency of information has intensified competition among companies.The phenomenon of product homogeneity has become more serious,so companies have to seek new competitive advantage.The rapid development of digital technology provides companies opportunities to integrate existing resources between online and offline,but most companies' practices have not achieved the expected success.Many companies only focus on improving the functionality and efficiency of products and ignore the changes of customer needs.In the post-materialist era,customers hope to obtain autonomous consumption and satisfy emotional and psychological needs to pursue higher levels of satisfaction.The O2 O consumption scene breaks the limitations of time and space and incorporates customers into the value creation process.Customers can get instant and accurate personalized services and achieve their consumption goals.Customer experience and customer journey theories are used to analyze O2 O consumption scenes in order to have a more comprehensive and clear understanding of O2 O consumption scenes.This paper divides the elements of O2 O consumption scenes and analyzes the function of each element,then explores the overall impact of O2 O consumption scenes on customer satisfaction.Research shows that O2 O consumption scenes can be divided into platform elements,core product elements,and complementary elements.The three types of elements work in synergy.O2 O consumption scenes bring unique spillover and scheduling effects because of their specific structure,which brings convenience to customers to control scene elements,thereby bringing the overall cumulative satisfaction of O2 O consumption scene.Meta analysis shows that the convenience to control the elements in O2 O consumption scenes has a significant positive impact on customer satisfaction,which leads to an increase in customer loyalty and company profitability.The outcome of O2 O consumption scenes cannot be brought by a single product element.On this basis,this research puts forward suggestions for companies to build O2 O consumption scenes,guides customer journey design,and helps companies build competitive advantages based on O2 O consumption scenes that are not easy to be imitated and surpassed.