고객만족도와 재사용 의도에 미치는 영향요인에 관한 연구

Abstract

With the development of mobile network technology, O2O delivery has become an important part of the catering industry. The COVID-19 outbreak in 2020 also saw a significant increase in the use of delivery platforms. This study conducted a study on factors affecting customer satisfaction and reuse intention for Chinese O2O delivery platform consumers. Factors affecting customer satisfaction and reuse intention were divided into two categories: online service quality and offiine service quality. Online service quality includes system quality, information quality and customer service quality, and offline service quality includes product quality and delivery quality. Through the online questionnaire survey, a total of 129 valid questionnaires were collected (a total of 153 were issued), after obtaining the data, use SPSS 22.0 for quality evaluation, and then use Smat1 PLS 2.0 for hypothesis testing. The results of the study are as follows. Information quality, customer service quality, product quality, and delivery quality have a significant positive impact on customer satisfaction. system quality does not have a positive impact on customer satisfaction. customer satisfaction has a significant positive impact on reuse intention. This study proposes a management strategy to improve customer reuse intention and increase customer fixation to ensure sustainable development of O2O.