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首页> 外文期刊>Technical Gazette >Influencing Factors of Catering O2O Customer Experience: An Approach Integrating Big Data Analytics with Grounded Theory
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Influencing Factors of Catering O2O Customer Experience: An Approach Integrating Big Data Analytics with Grounded Theory

机译：迎宾O2O客户体验的影响因素：一种与基础理论集成大数据分析的方法

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摘要

In the era of digital economy, catering O2O is developing rapidly. Catering O2O (catering online to offline), namely catering takeout in the paper, means that customers place an order through online ordering platform, and delivery persons deliver the food provided by catering enterprises offline. Catering O2O conforms to the trend of the digital economy era, but exposes a variety of problems, such as lower feedback rate of the platform, lower timeliness of acceptance and handling, lower customer feedback satisfaction, and poorer customer experience. As China's leading e-commerce platform for life services, Meituan won the rating of not recommending to place an order in the report of "2020 China E-commerce User Experience and Complaint Monitoring". In order to improve customer experience and service satisfaction of catering O2O, this paper takes Meituan takeout as an example, integrates big data analytics and grounded theory to explore influencing factors of catering O2O customer experience. With the big data analytics method, the main influencing factors are obtained from 54250 customer reviews, and then the grounded theory method is used to conduct in-depth analysis on negative reviews, and influencing factors of O2O customer experience are verified and confirmed. The results show that the main influencing factors of catering O2O customer experience are catering food quality and delivery service quality and after-sale service quality. Catering food quality and delivery service quality have a significant impact on customer experience. Finally, from perspectives of catering O2O platforms and enterprises, the paper obtains management implications as follows: Catering O2O platforms should attach great importance on the service of contact points in distribution link, strengthen the last-mile delivery service quality, and improve the supervision and feedback mechanism; catering O2O enterprises should ensure the quality, portion and package of catering food, so as to improve customer experience and win electronic word-of-mouth and customer satisfaction.
机译：在数字经济的时代，餐饮O2O正在迅速发展。餐饮O2O（在线迎合脱机），即迎合本文的迎员，这意味着客户通过在线订购平台下订单，交货人提供由餐饮企业离线提供的食物。餐饮O2O符合数字经济经济时代的趋势，但暴露了各种问题，如平台的较低反馈率，较低的接受和处理的及时性，降低客户反馈满意度和较差的客户体验。作为中国领先的生命服务的电子商务平台，Meituan赢得了在“2020年中国电子商务用户体验和投诉监测”报告中下订单的评级。为了提高客户经验和服务满意度的餐饮O2O，本文以Meituan Takeout为例，整合了大数据分析和接地理论，探讨了餐饮O2O客户体验的影响因素。通过大数据分析方法，主要影响因素是从54250顾客评论获得的，然后使用接地的理论方法对负面评价进行深入分析，并验证了O2O客户体验的影响因素。结果表明，餐饮O2O客户体验的主要影响因素是餐饮食品质量和送货服务质量和售后服务质量。餐饮食品质量和送货服务质量对客户体验产生重大影响。最后，从餐饮O2O平台和企业的角度来看，本文获得了如下管理的影响：餐饮O2O平台应高度重视配送环节中的联络点，加强了最后一英里的送货服务质量，提高了监督反馈机制;餐饮O2O企业应确保餐饮食品的质量，部分和包装，从而提高客户体验并赢得电子话语和客户满意度。

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