Service quality and customer satisfaction analysis for online-to-offline food delivery service commerce : a case study of Meituan Waimai in Beijing | |
| Author | Yingying, Zhang |
| Call Number | AIT RSPR no.SM-19-40 |
| Subject(s) | Food--Marketing--Beijing Customer satifaction Customer services |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Online-to-Offline food ordering and delivery service is modern commerce all over the world. As a high growth market, the 020 food delivery service has lots of fans in Beijing, as well. However, many challenges will occur when commerce quickly develops. The service quality and customer satisfaction survey will play the primary role in improving the operation ofthe 020 food delivery service platform. Thus, this research focuses on the Meituan Waimai, which has the largest market share in the Chinese 020 food delivery market and explore the service quality and customer satisfaction of Meituan Waimai. Moreover, the research mainly used the Online-to-Offline Customer Satisfaction Index (020CSI) and Mobile Service Quality Measurement model (M-S-QUAL). Furthermore, we use both quantitative and qualitative approaches by questionnaires and interviewees to the customers and cooperation restaurants of the platform to collect the primary data. We get 300 customers' responses to questionnaires and five interviewees of restaurants in Beij ing, China. This research found that the service quality score of Meituan Waimai is 91.29. However, the service quality of service agent, page load speed, and meaning guarantee are not suitable for the customer expectation. In the M-S-QUAL, we found that the customers feel quite satisfied with the online part of the Meituan Waimai platform. And then, we got the strength items of the M-S-QUAL model are that information well organized, easy to find information, and convenient option. Moreover, the results of 020CSI show that Meituan Waimai should use more human and material resources in offline product quality. Furthermore, system problems and delivery driver's speed attitude problems are the restaurant's main focus factors to choose food delivery platforms. Finally, depending on the findings and analysis parts, this research will provide some useful recommendations for the Chinese food order, delivery service platforms, and further researches. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmermann, Willi; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |