배달서비스 구매결정과정에서 신뢰와 브랜드 이미지의 조절효과에 관한 연구 -카페 카테고리를 중심으로-
A Study on the Moderating Effects of Brand Image and Trust on the Customer Decision-Making Process in Delivery Services-A Focus on the Cafe Category-
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The current study examined the impact of the quality of food delivery services on customer satisfaction and repurchase intentions. The study further investigated whether brand image and trust, which have been found to be important factors in previous studies, played a positive moderating role between delivery service quality and customer satisfaction. Three key findings were identified as follows. First, the analysis of the four factors of food delivery service quality indicated that delivery service quality had the most significant impact on customer satisfaction. In addition, system quality and food quality were found to influence customer satisfaction positively. However, these findings suggest that safety quality does not have any effect on customer satisfaction. Second, customer satisfaction with food delivery services was found to have a highly significant effect on purchase intention in statistical terms. Lastly, the moderated regression analysis, which was conducted to examine the moderating effects of brand image on the relationship between food delivery service quality and customer satisfaction, indicated that there was no moderating effect. Furthermore, the examination of the moderating effects of value on the relationship between food delivery service quality and customer satisfaction suggested that the moderating effects of value existed in delivery quality, safety quality, and food quality.
Abstract
The current study examined the impact of the quality of food delivery services on customer satisfaction and repurchase intentions. The study further investigated whether brand image and trust, which have been found to be important factors in previous studies, played a positive moderating role between delivery service quality and customer satisfaction. Three key findings were identified as follows. First, the analysis of the four factors of food delivery service quality indicated that delivery service quality had the most significant impact on customer satisfaction. In addition, system quality and food quality were found to influence customer satisfaction positively. However, these findings suggest that safety quality does not have any effect on customer satisfaction. Second, customer satisfaction with food delivery services was found to have a highly significant effect on purchase intention in statistical terms. Lastly, the moderated regression analysis, which was conducted to examine the moderating effects of brand image on the relationship between food delivery service quality and customer satisfaction, indicated that there was no moderating effect. Furthermore, the examination of the moderating effects of value on the relationship between food delivery service quality and customer satisfaction suggested that the moderating effects of value existed in delivery quality, safety quality, and food quality.
참고문헌 (29)
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