A Study on the Factors Affecting Satisfaction and Reuse Intention among Customers Using O2O Delivery Platform in China

Abstract

In the early 2020, COVID-19 arrived unexpectedly, and during this epidemic, factories, hotels, and shops were shut down and businesses were hit hard. This has brought serious inconvenience to people's lives. Thanks to the development of mobile technology, more customers choose to order food on delivery platforms compared with in-store. This study takes customers of Online-to-Offline delivery platform as the research subjects to explore the reasons that affect their customer satisfaction and reuse intention. This study divides the factors that affect customer satisfaction and reuse intention into two categories, namely, online service quality and offline service quality. Online service quality includes system quality, information quality and customer service quality, while offline service quality includes product quality and delivery quality. Through the online questionnaire survey, 129 out of 153 were collected as valid responses. SPSS22.0 was used to evaluate the quality of the data, and Smart PLS2.0 was used for hypothesis testing. The results of the research are as follows: information quality, customer service quality, product quality and delivery quality has a significant positive impact on customer satisfaction, customer satisfaction has a significant positive impact on reuse intention, and system quality has no positive impact on customer satisfaction. Based on the research results, this study proposes management implications for Online-to-Offline delivery platforms in the catering industry, so as to improve customers' dining experience and reuse intention, increase customer loyalty, further improve the quality of Online-to-Offline delivery platform, enhance the competitiveness of the platform, and ensure the sustainable development of the Online-to-Offline delivery market. © 2021, Success Culture Press. All rights reserved.