生鲜电商平台新客户与回头客满意度提升研究

Study on Improving Satisfaction of New and Returning Customers for Fresh E-Commerce Platforms

摘要: 辨析生鲜电商新客户与回头客在线购物时对商品和服务的需求差异，探讨提升顾客满意度的差异化策略，增强生鲜电商平台竞争力提供依据。采用京东生鲜在线评论，识别顾客需求和情感，采用多元回归方法，分析和比较新老客户满意度的解释机制。研究发现两类客户对生鲜电商商品服务的顾客满意度受到商品规格、口感、品质、物流、家庭、价格、品牌形象的影响。但是新客户受价格的影响更强烈；对于回头客，商品特性的影响更强烈，据此提出生鲜电商新老客户差异化服务策略。

Abstract: To analyze the differences in demand for products and services between new and returning customers when shopping online on fresh food e-commerce platforms and to explore differentiated strategies to improve customer satisfaction, thereby providing a basis for enhancing the competitiveness of these platforms. The study uses online reviews from JD Fresh to identify customer needs and sentiments, employing multiple regression analysis to examine and compare the explanatory mechanisms of satisfaction among new and returning customers. The research finds that customer satisfaction of both types of customers with the fresh food e-commerce platform’s product and service is influenced by product specifications, taste, quality, logistics, family, price, and brand image. However, new customers are more strongly influenced by price; for returning customers, the characteristics of the products have a stronger impact. Based on these findings, differentiated service strategies for new and returning customers in the context of fresh food e-commerce are proposed.