Research on the Strategy for Improving Customer Satisfaction of O2O Retail Enterprises Based on the IPA Model
Abstract
enterprise competition. This paper uses the IPA (Importance - Performance Analysis) model to analyze the key points affecting the customer
satisfaction of O2O retail enterprises, covering product quality and price, the service experience of online and offline channels, the efficiency
and accuracy of distribution, as well as after-sales service and return and exchange policies. By adopting the IPA model, this paper proposes
targeted improvement measures: focusing on improving the areas with high importance but low satisfaction, continuously consolidating the
areas with high importance and high satisfaction, formulating low-priority plans, and paying attention to the areas where excessive investment may occur. The research aims to provide scientific and effective specific plans for O2O retail enterprises to improve customer satisfaction and enhance their competitiveness in the market.
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DOI: http://dx.doi.org/10.18686/fm.v10i3.14061
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