Customer satisfaction in online-to-offline commerce: a fresh product perspective

Purpose This study examines how to improve customer satisfaction in online-to-offline (O2O) commerce of fresh products in China. Design/methodology/approach Structural equation modeling of 313 surveys of individuals with online shopping experience is adopted for testing and validating a conceptual model developed. Findings The study finds that corporate image has a positive impact on customer expectations, and customer expectations have positive impact on perceived quality. It reveals that perceived quality has a positive impact on perceived value. Furthermore, the study discovers that perceived value and perceived quality have a positive impact on consumer satisfaction. Originality/value This study contributes to O2O commerce research through testing and validating a research model for enhancing customer satisfaction. The findings are helpful for developing fresh product retailers in pursuing sustainable competitiveness.