외식업체 카카오톡 채널 마케팅 특성이 충동구매와 고객 만족에 미치는 영향

Abstract

This study investigates the influence of food service companies' Kakao Talk channel marketing characteristics on impulsive purchasing and customer satisfaction. For this research objective, an online survey was conducted using a convenience sampling method for customers who have purchased products and services from food service companies through Kakao Talk channels living in Seoul, Gyeonggi, and Incheon. Using the Google Online Questionnaire method, it was distributed from October 5, 2023, and conducted until October 30, 2023. A total of 210 people participated in this survey, and 200 copies were used for empirical analysis, excluding ten invalid responses. The research findings of this study are as follows. First, accessibility and economy positively and significantly affect impulse purchasing. Second, impulse purchasing has a positive and significant effect on customer satisfaction. Third, accessibility, reliability, and economy positively and significantly affect customer satisfaction. These results provide implications for developing channel marketing strategies that allow food service companies to increase impulse purchasing and customer satisfaction by utilizing the marketing characteristics of Kakao Talk channels.