외식 배달앱에서 서비스품질요인이 고객만족에 미치는 영향에서 필터링 기준의 조절효과 연구

초록

This study aimed to examine the influential relationship between delivery service quality and customer satisfaction. The study also tested the moderating effect of the filtering function, which provides a criterion for selecting stores in food delivery applications in a relationship between service quality and customer satisfaction; then, it is used it as a grounds for proposing marketing plans based on the future delivery costs of the food service industry. The results of this study are summarized below. First, the effects of the five delivery service quality factors on customer satisfaction were empirically analyzed. The results indicated that food quality was the most influential factor on customer satisfaction, and system quality also had a positive impacton customer satisfaction. Safety quality, delivery/delivery person quality, and usefulness quality, however, showed no significant influence on customer satisfaction. Second, the moderating effect of a filtering function, which provides a criterion for store selection, was tested in a relationship between delivery service quality and customer satisfaction. The findings revealed that all the filtering functions, including delivery time, delivery tip, number of orders, ratings, and distance, demonstrated a positive moderating effect. As these study results prove, all filtering functions that were proposed as criteria for selecting stores showed a moderating effect on a causal relationship between delivery service quality and customer satisfaction, implying the growing importance of the filtering functions. The ordering in the list of businesses is determined by the filtering criteria that consumers choose. Considering the nature of the delivery business, where exposure to customers on the top list is directly linked to their choices, continuous and active management of the five proposed filtering criteria is absolutely necessary.

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