A Study on the Mediating Effect of Customer Orientation between O2O Service Quality and Customers’ Perceived Service Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Min-Jung KANG Zhuolun WU Hee-Joong HWANG
• 간행물 정보: 『유통과학연구(JDS)』제19권 제2호, 37~44쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose: O2O (Online to Offline) is an internet-based platform. The purpose of this study is to confirm the effect of service quality of O2O food delivery service on service satisfaction, and whether customer orientation mediates the relationship between service quality and service satisfaction. Research design, data and methodology: This paper surveyed Chinese consumers using the O2O food delivery platform through a questionnaire technique. Smart PLS 3.0 was used to verify the hypothesis of this study. PLS is characterized by the advantage of minimizing measurement errors and maximizing the influence of each factor. Results: It was confirmed that O2O food delivery companies need to increase service quality (information quality, product quality, and social quality, system quality) in order to obtain customer satisfaction. Additionally, the perceived customer orientation was found to completely mediate the relationship between perceived service quality (information quality, product quality) and perceived service satisfaction. Conclusions: The service level of the O2O delivery company to the customer s request when a problem occurs in the customer s order must be raised to increase the customer s satisfaction. For example, timely response to customer inquiries and timely feedback of delivery information to customers during the delivery process should improve the quality of after-sales service.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Empirical Analysis Results

5. Results and Discussion

References

키워드

O2O Service Quality Customer Orientation Service Satisfaction