Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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Classification and Evaluation of Service Quality Factors of O2O Delivery Applications Using Kano Model

카노 모형을 활용한 O2O 배달 앱 서비스 품질 요인 분석

  • Lee, Young-Chan (Dept. of Business Administration, Dongguk University) ;
  • Seo, Dong-Hyuk (Dept. of Business Administration, Dongguk University) ;
  • Song, Si-Hoon (Dept. of Business Administration, Dongguk University)
  • 이영찬 (동국대학교 경주캠퍼스 경영학부) ;
  • 서동혁 (동국대학교 경주캠퍼스 경영학부) ;
  • 송시훈 (동국대학교 경주캠퍼스 경영학부)
  • Received : 2017.11.08
  • Accepted : 2017.12.01
  • Published : 2017.12.31
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Abstract

In this study, we analyzed service quality factors of O2O delivery app based on Kano model and survey, and classified service quality into several dimensions. As a result of the analysis, the one dimensional quality factors were accurate information transmission, variety of restaurants, diversity of payment methods, diversity of menu selection, discomfort resolution, kindness of service, taste and quality of food, hygiene and cleanliness, Attractive quality factors such as updated information, reliable reviews, various ordering methods, fast delivery, brand image, discount point payment and accumulation. Although the must-be quality factor did not appear, it turned out that the discomfort resolution was close to the must-be quality factor. The indifferent quality factors were informational services, events and promotions. The O2O delivery app market is continuing to grow and competition is getting more and more intense. The results of this study will help O2O delivery app vendors to establish strategies to focus on certain quality of service factors.

본 연구에서는 카노 모형과 설문조사를 바탕으로 O2O 배달 앱의 서비스 품질 요인을 분석하고, 서비스 품질을 몇 가지 차원별로 분류하였다. 분석 결과, 일원적 품질요소로는 정확한 정보전달, 다양한 종류의 음식점, 지불방식의 다양성, 메뉴선택의 다양성, 불편사항 해결, 서비스의 친절도, 음식의 맛과 질, 위생과 청결, 간편 결제 시스템 등이었고, 매력적 품질요소로는 최신 정보 업데이트, 신뢰성 있는 이용후기, 다양한 주문방법, 신속한 배달, 브랜드 이미지, 할인 포인트 결제 및 적립 등이었다. 당연적 품질요소는 나오지 않았지만, 불편사항 해결이 당연적 품질요소에 가까운 것으로 나타났다. 무관심 품질요소로는 정보알림 서비스와 이벤트 및 판촉이었다. 본 연구결과는 O2O 배달 앱 서비스 업체들이 어떤 서비스 품질요소에 집중해야 하는지 전략을 수립하는데 많은 도움을 줄 수 있을 것으로 기대한다.

Keywords

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