Abstract
O2O platform foodservice industry has been increased so quickly during the Pandemic era, this study was performed to identify the effect of O2O platform food service quality on behavior intention by verifying the sequential mediating effect of the review acceptance and customer satisfaction between the relationship of food service quality and behavior intention. The survey was conducted for those using O2O platform foodservice, and 364 valid responses were used for analysis. According to the analysis results, it has been confirmed that O2O platform foodservice quality, review acceptance, customer satisfaction and behavior intention were significantly related to each other. Second, review acceptance and customer satisfaction in the relationship between O2O platform foodservice quality and behavior intention have been found to be partial-mediated and sequential mediated. Specifically, the factors of ‘delivery’, ‘response’, ‘information’, ‘trust’ from O2O platform foodservice quality had the significant effect on the behavior intention. Therefore O2O platform foodservice business should be focused on this results so that they can use them for more effective service marketing strategies. Specially, the platform business must have more weight on the education and management for both(personal and technical service) sides.
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