외식기업 O2O플랫폼 서비스가 고객만족 및 구매의도에 미치는 영향 - 고객만족의 매개효과 - (The Effects of O2O Platform Services on Customer Satisfaction and Purchase Intention of Food Service Companies - Metering Effect of Customer Satisfaction -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 22권 / 3호 / 255 ~ 275페이지
· 저자명 : 천정수, 김경자, 허진

초록

From 11 to 26 October 2021, targeting consumers who have used O2O platform services in Seoul and Gyeonggi Province to examine the relationship between the impact of O2O platform services on customer satisfaction and consumer purchasing behavior and to verify the mediating role of customer satisfaction. The questionnaire was received by October 26, and 381 questionnaires were analyzed, and it was confirmed that ease of use, economic feasibility, and safety, which are sub-factors of the O2O platform service, all had a significant and positive impact on customer satisfaction and purchase intention. In addition, as a result of verifying the mediating effect of customer satisfaction between the significance of purchase intention and the O2O platform service and purchase intention, it was verified that the more satisfied the customer was with the O2O platform service, the clearer the consumer's purchase intention. Consumers using the O2O platform service were found to have high purchasing power. Furthermore, in order to secure practical value for consumers, we developed customized services such as information on various events and discount events, and secured stability for personal information protection to cater for food service companies. This suggests the need to establish a steady marketing strategy to develop ties between customers and customers.

영어초록

From 11 to 26 October 2021, targeting consumers who have used O2O platform services in Seoul and Gyeonggi Province to examine the relationship between the impact of O2O platform services on customer satisfaction and consumer purchasing behavior and to verify the mediating role of customer satisfaction. The questionnaire was received by October 26, and 381 questionnaires were analyzed, and it was confirmed that ease of use, economic feasibility, and safety, which are sub-factors of the O2O platform service, all had a significant and positive impact on customer satisfaction and purchase intention. In addition, as a result of verifying the mediating effect of customer satisfaction between the significance of purchase intention and the O2O platform service and purchase intention, it was verified that the more satisfied the customer was with the O2O platform service, the clearer the consumer's purchase intention. Consumers using the O2O platform service were found to have high purchasing power. Furthermore, in order to secure practical value for consumers, we developed customized services such as information on various events and discount events, and secured stability for personal information protection to cater for food service companies. This suggests the need to establish a steady marketing strategy to develop ties between customers and customers.

참고자료

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