The Influencing Factors of Customer Satisfaction with Food Delivery Platforms: A Case Study of Meituan

Abstract

With the rapid popularization of food delivery platforms in China, competition between Meituan and JD’s food delivery business has intensified, while overseas market expansion poses additional challenges. In this context, customer satisfaction becomes crucial for competitive advantage.
This study adapted the ECSI model to examine how corporate image, perceived quality, service attitude, convenience, customer complaints, and perceived value influence customer satisfaction. This study adopted a quantitative analysis method. A total of 300 questionnaires were distributed and 296 valid responses collected (98.67% recovery rate). Using SPSS, reliability and validity tests as well as regression analyses were conducted to verify the model and assess the relationships among variables. Results show that corporate image, perceived quality, service attitude, and perceived value significantly enhance satisfaction, while consumption convenience and customer complaint handling have weaker yet notable effects.
The study recommends improving service operations and user experience, strengthening brand trust, optimizing feedback mechanisms, and refining pricing strategies to boost customer satisfaction and maintain market leadership.

Keywords: food delivery platform, customer satisfaction, Meituan, ECSI model

6717195020 Zheng Chi, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Influencing Factors of Customer Satisfaction with Food Delivery Platforms : A Case Study of Meituan, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย