Abstract
The purpose of this study was to identify dissatisfaction factors and complaint behavior factors for delivery apps and to investigate the influence of dissatisfaction factors on complaint behavior through empirical analysis. To achieve the purpose of this study, a survey using convenience sampling was conducted targeting adults who had experienced dissatisfaction and complaint behavior with delivery apps, focusing on Seoul and the metropolitan area. The questionnaires were distributed from January 15, 2024 to January 29, 2024. 250 of which 15 inappropriate questionnaires were excluded and only 235 were used as final data for empirical analysis. The analysis results are as follows. First, among the dissatisfaction factors with delivery apps, system dissatisfaction had a significant effect on private complaint behavior. Second, among the dissatisfaction factors with delivery apps, system dissatisfaction, cancellation and refund dissatisfaction, and delivery time dissatisfaction had a significant effect on public complaint behavior. The results of this study provided basis for exploring efficient strategic measures for dissatisfaction by identifying the dissatisfaction and complaint behavior of delivery app consumers.
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