Title: The Influence of Marketing Strategy on Customer Satisfaction −A Case Study of Duoduo Maicai Community Group Buying Platform
Author: Guo Yuying
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.327-337) Proceedings PDF
Abstract
With the development of China’s economy, community group buying has appeared in people’s daily lives. It is mainly through online platforms that directly connect merchants and consumers. Consumers choose goods by themselves, and then the merchants accept the orders and deliver them to the nearest pick-up point for consumers. Finally, consumers go to the pick-up point to pick up the goods and give feedback. Duoduo Maicai, as one of the main platforms for community group buying, is becoming more and more popular.This study aimed to study the influence of marketing strategy on customer satisfaction with Duoduo Maicai platform. The objectives of this study were: 1) To analyze the factors that affect customer satisfaction with Duoduo Maicai platform based on the 4Ps model; 2) To propose recommendations to Duoduo Maicai in order to enhance the customer satisfaction.
This study adopted the qualitative research method. Through the interview method, 20 questions were set in four dimensions based on the 4Ps model, and 25 users were interviewed to draw relevant conclusions. This study found that: 1) Factors that affect customer satisfaction with Duoduo Maicai include product quality, product packaging, negotiation with third parties, product diversity, reasonable price, distribution, storage, transportation conditions, and promotion activities; 2) Improving Duoduo Maicai’s customer satisfaction mainly involves four aspects: Firstly, enhance product quality based on community group-buying process. Secondly, reasonable pricing can be established to enhance the cost-effectiveness of products. Thirdly, reasonable distribution, transportation, and storage can be carried out to improve the coverage of self pickup points, enhance the timeliness of logistics information updates, and improve the flexibility of delivery time. The fourth aspect is promotion, which includes improving promotional activities and enhancing the diversity of promotional activities.
Keywords: community group buying, Duoduo Maicai platform, customer satisfaction
The Influence of Marketing Strategy on Customer Satisfaction −A Case Study of Duoduo Maicai Community Group Buying Platform /
6517195826 Guo Yuying 2567 (2024) The Influence of Marketing Strategy on Customer Satisfaction −A Case Study of Duoduo Maicai Community Group Buying Platform สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University