Research On Service Improvement Of Eleme Takeout Platform Based On SERVQUAL Model

With the increasingly sophisticated mobile positioning technology,the rapid development of local life and the rise of house culture under the epidemic,the takeout market has ushered in a sustainable breakthrough.The takeout service platform is mainly represented by Meituan and Eleme.Now Meituan’s market share is 66.7% and Eleme Takeout(including Baidu Takeout)’s market share is 31.6%.In 2021,the takeout market has reached 934 billion yuan,with nearly 500 million users and nearly7.7 million active businesses.The rapid development of the takeout industry has also brought some problems,such as quality problems,food safety problems,inconsistencies in the offline of merchants,logistics and distribution safety problems,etc.The operation of takeout platform actually includes three roles: platform,merchant and logistics.Few existing studies analyze these three roles together.Taking Eleme Takeout as an example,based on the application research of SERVQUAL model,this paper explores the factors affecting the service quality of Eleme Takeout from the perspectives of platform,merchant and real-time logistics.This paper first inquires the relevant literature,then carries on the user interview,and uses the pre-survey method,finally it is determined that the service quality dimension of Eleme takeout is composed of 32 items after the expansion of the five dimensions of SERVQUAL model.This paper conducts a questionnaire survey through the questionnaire star,obtains 299 data,analyzes and judges the user portrait,user behavior and shortcomings of existing services of hungry takeout,and finally puts forward optimization strategies.Through the research,it’s found that the consumer satisfaction of choosing Eleme Takeout to order is consistent with the willingness to continue to use.And the lowest score are assurance and reliability of Eleme Takeout,the highest score is responsiveness.It is found that consumers of different ages and occupations have different needs for services.For example,young consumers under the age of 30 care about the preferential strength and the health of the whole process.And the main consumers aged 31 to 40 care about the quality of goods and the reliability of merchants.Customers with moderate consumption frequency have high satisfaction,but their willingness to continue to use is not strong.The assurance and tangibility of the platform are not so important.Consumers do not give high scores in the two,but it does not affect their purchase frequency and other findings.Finally,from the five dimensions of the service quality model,combined with the three roles of platform,merchant and real-time logistics,some specific and targeted optimization schemes are given.