Influencing Factors of Catering O2O Customer Experience: An Approach Integrating Big Data Analytics with Grounded Theory

• Main Authors: Chunyang Shi, Yilei Pei*, Dandan Li, Ting Wu
• Format: Article
• Language: English
• Published: Faculty of Mechanical Engineering in Slavonski Brod, Faculty of Electrical Engineering in Osijek, Faculty of Civil Engineering in Osijek 2021-01-01
• Series: Tehnički Vjesnik
• Subjects: big data analytics; customer experience; customer reviews; influencing factors; the grounded theory
• Online Access: https://hrcak.srce.hr/file/375478

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.