Zhang Yang

nicolezyyy@163.com

THE Shenzhen Consumer Council released a survey report Thursday, which shows that JD.com is most recommended by customers among 12 fresh food O2O e-commerce websites that are most often used by Shenzheners.

After selecting the 12 most-used fresh food O2O e-commerce websites according to Shenzhen consumers via an online questionnaire, the council evaluated these websites’ customer relationships by using the Net Promoter Score (NPS) evaluation system, which mainly shows how likely customers were to recommend the websites to their friends.

According to the council, the NPS is calculated based on responses to a single question — how likely is it that you would recommend this company, product or service to a friend or colleague. The scoring ranges from 0 to 10.

Those who respond with a score of 9 or 10 are considered promoters, while those who respond with a score of 0 to 6 are labeled detractors and responses of 7 and 8 are labeled passives. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.

Based on the 2,400 responses that the council collected, the NPS report showed that JD.com ranked first with a score of 51.7, followed by sfbest.com and womai.com with scores of 41.9 and 37, respectively, while benlai.com had the lowest score of 11.6.

Customers are more willing to recommend e-commerce websites with safe, fresh and lower-priced food products, but they would be reluctant to recommend a website if it didn’t have enough value-added services, a big enough variety of types of products or good-looking product packages, according to the report.

The survey also included the NPS scores in five single indices — brand power, service, delivery, product and price-to-performance ratio. The report showed that sfbest.com scored highest in brand power, service and delivery, while JD.com had the highest score in the product aspect and pagoda.com ranked first in performance-price ratio.

According to the report, nearly 70 percent of the users of these websites are below the age of 36 and 58.2 percent of them are female. The survey also shows that most customers place orders on phone apps or mobile websites, while fruit, meat, poultry, aquatic products and vegetables are the most purchased products.