Network Platform Catering Business Model Take-out Delivery Service Based On Service Contact Theory Research On Satisfaction Of The Whole Process

With the development and widespread application of the Internet,mobile commerce under the O2 O model is developing faster and faster.The catering industry has occupied a certain share of the market,and has shown explosive growth in recent years.The takeout industry accounts for the highest proportion of the catering industry’s market share,which is also well known to the general public.However,at present,the order volume in the catering and takeout industry has soared,bringing a large amount of demand for distribution services.However,there has been a mismatch between a large number of service demands and unstable service quality.How to meet service needs and ensure service quality is not only an urgent issue for the takeaway catering industry,but also an urgent issue for the takeaway logistics and distribution industry to study and consider.Therefore,catering enterprises need to pay more attention to the satisfaction of outbound logistics services and study the problems existing in the service process to improve the overall satisfaction of outbound logistics services,thereby improving customer satisfaction,maintaining their own competitive advantage,and increasing their competitiveness.Therefore,building a delivery logistics service satisfaction evaluation index system from the process of service contact,understanding which processes are highly satisfactory and which are low in the process of customer delivery logistics services,and proposing how the catering delivery platform can improve delivery logistics service satisfaction are key issues to be addressed in this study.This article systematically summarizes the concept of food and beverage delivery service,the current research situation and development at home and abroad,and combs out relevant domestic and foreign research such as service contact theory,customer satisfaction theory,etc.According to the characteristics of food and beverage delivery logistics services,this paper selects a three-element model of service contact theory to construct a satisfaction evaluation index system for food and beverage delivery platform delivery logistics services.Based on the academic achievements of previous scholars on delivery logistics services,this study drew a flow chart of delivery logistics services,and used the previous service contact theory for dimension selection.The article selected two dimensions of service forward contact and service backward contact to analyze the satisfaction of delivery logistics services.Drawing on previous scholars’ research indicators on logistics service satisfaction,a preliminary evaluation index system has been established,and customer satisfaction in the entire process of delivery logistics service has been established as a first level indicator.There are two second level indicators for service forward contact and service backward contact,and 23 third level indicators.Relevant indicator items have been developed to form a complete questionnaire.The "Questionnaire Star" app has been used to collect questionnaires online,At the same time,on-site investigation is conducted to collect questionnaires offline for pre investigation,predict indicators,and finally establish the "Customer Satisfaction Questionnaire for the Whole Process of Food and Beverage Delivery Logistics Delivery Service" and evaluation system.After sorting out and retrieving 300 valid questionnaires,SPSS25.0 software is used to analyze the data.The consistency and stability of the measurement results can be reflected through confidence analysis,and the validity of the measurement results can be reflected through validity analysis.Finally,the satisfaction scores of each level 3 and level 2 indicator as well as the satisfaction scores of the overall delivery logistics service process can be calculated,Based on the calculation results,a satisfaction improvement mechanism for the entire process of catering delivery service is proposed.Through calculation,it is found that the overall satisfaction of the delivery service is high,but there are still some indicators with lower satisfaction than the average,such as: the delivery personnel can seriously and actively handle problems,the number of food items received is accurate without damage,the delivery service process standards,and the ability to handle comments and information.According to the weight and satisfaction status of each indicator in this article,a quadrant diagram of the importance of satisfaction can be constructed.The indicators in Area III belong to opportunity indicators,and enterprises should upgrade and transfer them to Area IV as retention indicators,which can improve overall satisfaction.Analyze the indicators below the average value and propose the following suggestions: First,strengthen the timeliness of logistics distribution and enhance the company’s business capabilities;Second,enhance the construction of personalized and standardized services;Third,improve the security of services;Fourth,improve the economy of services;Fifth,improve the service ability of employees and strengthen their service awareness.Improving the improvement mechanism of the catering delivery platform can not only improve customer satisfaction with delivery logistics services,but also enhance the competitiveness of catering delivery platform enterprises and better adapt to the market.