[논문]A Study on the Mediating Effect of Customer Orientation between O2O Service Quality and Customers' Perceived Service Satisfaction

KANG, Min-Jung; WU, Zhuolun; HWANG, Hee-Joong

doi:10.15722/jds.19.2.202102.37

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

유통과학연구 = Journal of distribution science, v.19 no.2, 2021년, pp.37 - 44

KANG, Min-Jung (Department of Business and Management, Mokpo National University) , WU, Zhuolun (Department of Business and Management, Mokpo National University) , HWANG, Hee-Joong (Department of International Trade, Korea National Open University)

Abstract ▼ AI-Helper

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.

주제어

표/그림 (5)

그림 Figure 1: Research Model
표 Table 1: Configuration of Questionnaires
표 Table 2: Validity and Reliability Analysis
표 Table 3: Path Analysis Results
표 Table 4: Mediation Analysis Results

AI 본문요약
AI-Helper

문제 정의

The purpose of this study is to analyze the relationship between O2O service quality and service satisfaction for food delivery O2O service users and to verify the mediating effect of customer orientation in the relationship between O2O service quality and service satisfaction. Also, based on the results of the study, it is intended to present practical plans and research significance.

가설 설정

H1: Information quality of O2O food delivery platform service will have a significant positive impact on perceived service satisfaction.
H2: Product quality of O2O food delivery platform service will have a significant positive impact on perceived service satisfaction.
H3: Social quality of O2O food delivery platform service will have a significant positive impact on perceived service satisfaction.
H4: System quality of O2O food delivery platform service will have a significant positive impact on perceived service satisfaction.
H5: Perceived customer orientation will significantly mediate the relationship between information quality of O2O food delivery platform service and perceived service satisfaction.
H6: Perceived customer orientation will significantly mediate the relationship between product quality of O2O food delivery platform service and perceived service satisfaction.
H7: Perceived customer orientation will significantly mediate the relationship between social quality of O2O food delivery platform service and perceived service satisfaction.
H8: Perceived customer orientation will significantly mediate the relationship between system quality of O2O food delivery platform service and perceived service satisfaction.

대상 데이터

This study used 351 subjects for statistical analysis. However, when considering the number of users of China's O2O food delivery platform service, there is a limit on the size of the sample.

성능/효과

Also, the influence of information quality and product quality on service satisfaction among the service quality factors was thoroughly verified. Through this, a theoretical basis that must be accompanied by the concept of customer orientation among service quality using delivery apps was presented.
As customers' expectations increased, it was found that it is important to solve service problems and provide personalized products from the perspective of customers in managing information quality and product quality, which is the service quality of the O2O food delivery service platform.
First, it was found that among the service quality of O2O food delivery service platform, information quality and product quality did not directly affect service satisfaction. Therefore, hypothesis 1 was rejected.
It was found that social quality and system quality directly affect the satisfaction of O2O food delivery service. Through this, it was confirmed that it is important that close acquaintances and several people use the O2O food delivery app, and that the system quality needs to be improved by increasing the usability and ease of use.
Second, it was confirmed that among the service quality of O2O food delivery service platform, information quality and product quality had a positive and significant effect on perceived service satisfaction only through perceived customer orientation. Based on this result, when managing information quality and product quality, it suggests that customers' perceived service satisfaction can increase when priority is given to solving problems and understanding customer needs.
Third, it was found that the service quality of the O2O food delivery service platform, social quality, and system quality had a direct effect on service satisfaction.
It was found that social quality and system quality directly affect the satisfaction of O2O food delivery service. Through this, it was confirmed that it is important that close acquaintances and several people use the O2O food delivery app, and that the system quality needs to be improved by increasing the usability and ease of use.

후속연구

Besides, the subjects of the study were Chinese. In future research, it would be good to get different results and implications for consumers in other countries such as Korea.

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표제어: PCR

동의어: Packet Collision Rate

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