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Compared to pure online stores, O2O offers a richer experience, making it easier to trigger online word-of-mouth communication which become the main difference between O2O and pure online consumption. According to study results, the key to improve customer satisfaction in restaurant industry is to improve product quality and service level. Online discounts and other promotional activities, as a traditional means of gaining competitive advantage, although many scholars believe that the effectiveness is reduced, it is indispensable means to attract traffic, trigger word of mouth.
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