Chen Juan, Charito Guillermo
ABSTRACT
This study investigated the relationship between relationship marketing strategies and customer satisfaction in Meituan’s online food delivery (OFD) platform using a mixed-methods research design. Quantitative analysis examined the associations between trust, commitment, communication, and competence and key dimensions of customer satisfaction, while qualitative data provided insights into users’ experiences and perceived challenges. The findings revealed significant positive relationships between the extent of relationship marketing implementation and customer satisfaction, particularly in terms of service quality and value, timeliness and efficiency, customer commitment, and innovation. Although Meituan OFD demonstrates strong performance in implementing relationship marketing strategies, the results also indicate the presence of operational and engagement-related challenges that may affect the consistency of customer experience. The study underscores the importance of strengthening relationship-oriented practices to enhance customer satisfaction and loyalty and provides practical implications for online food delivery platforms operating in highly competitive digital service environments.
Keywords: Meituan OFD, relationship marketing, customer satisfaction, qualitative and quantitative research methods
https://doi.org/10.57180/jast4223