A Study on the Influencing Factors of Customer Satisfaction and Reuse Intention: Focused on O2O Delivery Platform Consumers of China
AUTHORS
Yi-bo Zhang,Doctoral Student, Graduate School of Information Systems, Pukyong National University, Korea
Lin-lin Zhang,Doctoral Student, Graduate School of Information Systems, Pukyong National University, Korea
Ha-Kyun Kim*,Professor, Graduate School of Information Systems, Pukyong National University, Korea
ABSTRACT
With the development of mobile network technology, Online-to-Offline delivery has become an important part of the catering industry. The COVID-19 outbreak in 2020 also saw a significant increase in the use of delivery platforms. This study takes customers of delivery platforms as the research object and investigated the reasons that affect customer satisfaction and reuse intention. It has a profound impact on improving the delivery platform and improving the dining experience of customers. This study divides the factors that affect customer satisfaction and reuse intention into two types: online service quality and offline service quality. Online service quality includes system quality, information quality, and customer service quality, and offline service quality includes product quality and delivery quality. Through the online questionnaire survey, 129 valid questionnaires were collected from 153. Use SPSS22.0 for quality evaluation, and then use Smart PLS 2.0 for hypothesis testing. The results of the study are as follows: information quality, customer service quality, product quality, and delivery quality have a significant positive impact on customer satisfaction; system quality does not have a positive impact on customer satisfaction; customer satisfaction has a significant positive impact on reuse intention. Finally, this paper puts forward management inspiration for O2O delivery platforms in the catering industry to improve consumers' reuse intentions, and further enhance the competitiveness of the platform to ensure the sustainable development of the O2O delivery market.
KEYWORDS
O2O service, O2O platform, Service quality, Customer satisfaction, Reuse intention
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