Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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A Study on Service Quality Satisfaction of Delivery Food App. of Korean and Chinese Customer

배달음식 앱의 서비스 품질 만족에 관한 연구 - 한국과 중국 소비자를 대상으로 -

  • Hwang, Yuns-Sung (School of Business, Chungnam National University) ;
  • Park, Jae-kei (School of Business, Chungnam National University) ;
  • Wang, Yan (School of Business, Chungnam National University) ;
  • Seo, Yong-Mo (Dept. of Humanities and Social Science, U1 University) ;
  • Rhee, Byungchae (Dept. of Economics, Chungnam National University)
  • 황윤성 (충남대학교 경영학부) ;
  • 박재기 (충남대학교 경영학부) ;
  • 왕연 (충남대학교 경영학부) ;
  • 서용모 (유원대학교 교양융합학부) ;
  • 이병채 (충남대학교 경제학과)
  • Received : 2018.10.19
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

This study focus on analyzing the factors which influence the customer satisfaction of food delivery application and its degree of the influence on the quality satisfaction both with Korean and Chinese customers. For this purpose, the model of hypothetical structure was established through the mobile internet service quality measurement was called as MOBISQUAL. As a result, the Korean customers was confirmed that the fulfillment and playfulness as the subdimension of outcome quality both have a positive effect on customer satisfaction. And the Chinese customer was confirmed that the playfulness of outcome quality, personalization of contextual interaction, design, ease of use and security of servicescape quality affected customer satisfaction positively.

본 연구는 한국과 중국 소비자들 간의 배달음식 앱에 대한 고객만족과 서비스 품질 요소의 영향력 정도를 분석하고자 하였다. 이러한 연구목적을 달성하기 위해서 MOBISQUAL이란 모바일 인터넷 서비스 품질 측정 도구를 통해 가설구조의 모형을 설정하였다. 연구결과, 한국소비자는 유희성과 충족성이 고객만족에 대해 긍정적인 영향을 미치는 것으로 나타났으며, 중국 소비자는 유희성, 유용성, 개인화, 디자인, 용이성, 안전성이 고객만족에 대해 긍정적인 영향을 미치는 것으로 나타났다. 본 연구결과는 한국과 중국 소비자들에게 배달음식 앱이 고객만족에 대한 영향을 미치는 요소 간의 차이가 있음을 발견하였고 이를 통해 관련 기업에서 고객만족을 위해 고려해야할 부분을 제시했다는데 의의가 있다.

Keywords

OHHGBW_2018_v9n12_239_f0001.png 이미지

Fig. 1. Research Model

Table 1 Result of Research Model(Korean Sample)

OHHGBW_2018_v9n12_239_t0001.png 이미지

Table 2 Result of Research Model(Chinese Sample)

OHHGBW_2018_v9n12_239_t0002.png 이미지

Table 3. Difference of Customer Satisfaction and Service Factors Between Korea and China

OHHGBW_2018_v9n12_239_t0003.png 이미지

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