O2O 모바일 배달 앱 소비자 이용 경험과 서비스 품질에 관한 질적 연구

Abstract

The purpose of this study is to understand consumer experience of using mobile delivery app services and explore the constructs and elements of mobile app service quality. This study applied focus group interviews, a qualitative research method. Two sessions of focus group interviews were conducted from April 8 to April 9, 2019, and the interview scripts were analyzed. As a result, a total of 42 concepts were extracted, classified into 8 subcategories, compressed into 4 categories, and grouped into 2 dimensions. 'Service quality' dimension consists of two categories: 'platform operation quality factor' and 'platform system quality factor'. 'Platform operation quality factor' was composed of 'food delivery service' and 'store management' subcategories. 'platform system quality factor' was composed of 'user-friendly UX/UI' and ‘usefulness of personalized information' subcategories. 'Motivation/constraint' dimension consists of two categories: 'mobile delivery app usage motivation factor' and ‘mobile delivery app constraint factor’. ‘mobile delivery app usage motivation factor’ was composed of ‘user characteristics’ and ‘distribution channel characteristics’ subcategories. ‘mobile delivery app constraint factor’ was composed of ‘delivery service perspective’ and ‘platform ecosystem perspective’ subcategories. Theoretical implications of this study suggest that previous perspectives of consumer behavior models need to be re-examined when understanding consumer experiences of using mobile delivery app services. Result also imply that the service quality of the mobile delivery app should be managed and controlled both by platform management and system management perspectives.