수정된 IPA를 활용한 공공 배달앱 연구

Abstract

The purpose of this study was to identify the following strategic priorities of public delivery app selection attributes. This study was conducted to find ways to improve and revitalize the satisfaction of public delivery app through Revised IPA analysis related to customers using public delivery app. The survey period was conducted from August 2 to September 2, 2022, and 262 structured questionnaires were distributed to customers who had experience using the public delivery app Mukkkebi. In order to find out the selection attributes of the public delivery app, a survey was conducted by classifying it into 25 items. The questionnaire used a Likert 5-point scale and 250 responses were effective samples. Revised IPA analysis results: variables such as order processing speed, accurate delivery, easy order/payment procedures, and various payment methods are included in the first quadrant, and variables such as restaurant details, easy coupon registration/use, easy product change/procedure, and food details are included in the second quadrant. Variables such as rapid feedback on reviews, providing review/discount events, and various restaurant information are included in the third quadrant. Based on the results of this study, it is expected to be used as useful data for marketing planning of public delivery app by suggesting improvement and activation plans.