Determinants of Customer Satisfaction in O2O Food Delivery Platforms: A Structural Equation Modeling Approach

With the rapid advancement of Internet technology, the O2O food delivery industry has become a crucial part of global food services. Ensuring sustainable service quality and customer satisfaction remains challenging. This study identifies five key factors-customer that include service, product quality, distribution service, information service, and system quality to influence satisfaction in O2O platforms. This study collected data from 127 online questionnaires, and then employed SEM with Smart PLS 4.0 to test hypotheses. Results show all five factors positively impact satisfaction, especially customer service, product quality, and distribution service. These insights aid platform managers in enhancing service quality and satisfaction.