본문 바로가기
KERD
논문KCI 등재

외식 모바일 커머스의 서비스 편의성이 지각된 서비스 가치, 고객만족, 그리고 재이용 의도에 미치는 영향

The effect of service convenience on perceived service value, customer satisfaction and reuse intention with eating out in mobile commerce

이애주|김서연
한국외식산업학회 (The Korean Foodservice Association)|2015.12|한국외식산업학회지 (FoodService Industry Journal)|제11권 제4호|pp. 7-23|DOI 10.22509/kfsa.2015.11.4.001

0

조회

0

다운로드

36

인용

0

참고문헌

키워드

Customer SatisfactionReuse IntentionService ConveniencePerceived Service ValueEating Out in Mobile Commerce
주제분류관광학

초록

This study aims to identify the effects of service convenience on perceived service value, customer satisfaction and reuse intention with eating out in mobile commerce. Through the review of previous research, service convenience was categorized into decision, access, transaction, benefit, and post-benefit convenience. The major findings of this empirical research can be summarized as follows. Hypotheses rests indicate that access convenience was not found to be a predictor of perceived service value and customer satisfaction while other variables were significantly linked to each other. According to the result of indirect effect test, access convenience had no significant relationship with customer satisfaction and reuse intention. Transaction convenience did not have an indirect effect through customer satisfaction and benefit convenience was not significantly related to the customer satisfaction, either. To the exclusion of this part, all variables were examined for possible mediating effect. Also moderating effect was not significant in light of gender. But there was a significant difference between male and female customers.

Abstract

This study aims to identify the effects of service convenience on perceived service value, customer satisfaction and reuse intention with eating out in mobile commerce. Through the review of previous research, service convenience was categorized into decision, access, transaction, benefit, and post-benefit convenience. The major findings of this empirical research can be summarized as follows. Hypotheses rests indicate that access convenience was not found to be a predictor of perceived service value and customer satisfaction while other variables were significantly linked to each other. According to the result of indirect effect test, access convenience had no significant relationship with customer satisfaction and reuse intention. Transaction convenience did not have an indirect effect through customer satisfaction and benefit convenience was not significantly related to the customer satisfaction, either. To the exclusion of this part, all variables were examined for possible mediating effect. Also moderating effect was not significant in light of gender. But there was a significant difference between male and female customers.

참고문헌 (62)

  1. 김규동, "모바일 커머스 특성 인식이 모바일 쇼핑 이용의도에 미치는 영향 연구", 한국인터넷방송통신학회 논문지, 13(6), pp.297~303 (2013), 한국인터넷방송통신학회[DOI]
  2. 김기진, "외식정보탐색을 위한 스마트폰의 어플리케이션 사용용이성에 대한 탐색적 연구 : 소비자특성을 중심으로", 한국조리학회지, 17(5), pp.108~121 (2011), 한국조리학회
  3. 김영국, "외식 소셜커머스의 서비스편의성과 지각된 가치가서비스 만족에 미치는 영향", 관광학연구, 37(3), pp.83~102 (2013), 한국관광학회
  4. 김점남, "저비용항공사 기내식 품질이 만족 및 재이용 의도에 미치는 영향", 한국외식산업학회지, 8(2), pp.163~177 (2012), 한국외식산업학회
  5. 나윤규, "패션 모바일 커머스 품질 평가에 대한 비즈니스 모델 연구", 패션 비즈니스, 18(1), pp.1~21 (2014), 한국패션비즈니스학회
  6. 남장현, "스마트폰 어플리케이션 품질 평가에 관한 연구 - 패밀리 레스토랑 Outback 어플리케이션을 대상으로 -", 외식경영연구, 14(5), pp.221~240 (2011), 한국외식경영학회
  7. "모바일·인터넷쇼핑 소비자 동향조사" (2013)[URL]
  8. "무선통신 가입자 통계(‘14.5월말 기준)" (2014)[URL]
  9. "2014 상반기 e-Commerce 분석보고서" (2014)[URL]
  10. 박경곤, "중국진출 한식당의 메뉴선택 속성에 따른 고객만족과 재방문의도에 미치는 영향 연구", 한국외식산업학회지, 9(2), pp.97~106 (2013), 한국외식산업학회
  11. 박현희, "소셜커머스의 지각된 가치가 신뢰와 재이용의도에 미치는 영향: 성별의 조절효과를 중심으로", 마케팅논집(Journal of Marketing Studies), 21(4), pp.57~80 (2013), 한국전략마케팅학회
  12. 변정우, "지역 특1급 호텔의 다차원적 서비스편의성과 지각된 가치, 고객만족, 행동의도와의 관계에 대한 연구", 호텔경영학연구, 19(1), pp.55~72 (2010), 한국호텔외식관광경영학회
  13. 서주환, "코레일 앱 이용자의 서비스편의성이 코레일 앱 고객만족과 재이용의도에 미치는 영향에 관한 연구", 한국철도학회논문집, 16(5), pp.410~417 (2013), 한국철도학회
  14. 안대천, "이용자의 성별 세분화에 따른 모바일커머스 수용에 관한 연구", 광고연구, 88(88), pp.7~36 (2011), 한국광고홍보학회
  15. "② 모바일쇼핑강자 소셜커머스․오픈마켓…‘작은고추가 맵다’" (2014)[URL]
  16. 이성일, "호텔의 지각된 서비스품질이 가치, 이미지, 서비스태도, 충성도에 미치는 영향", 한국외식산업학회지, 4(1), pp.159~186 (2008), 한국외식산업학회
  17. 이성준, "모바일 음악 서비스의 전환 의도에 영향을 미치는 요인에 대한 고찰: 대안의 매력도와 전환비용의 조절 효과를 중심으로", 한국콘텐츠학회 논문지, 12(10), pp.453~465 (2012), 한국콘텐츠학회[DOI]
  18. "소셜커머스 위협하는 ‘카톡선물하기’. 서울경제 홈페이지" (2014), 이지성[URL]
  19. 이현종, "기내 쇼핑의 편의성과 지각된 가치, 만족 간의 관계 연구", 관광레저연구, 26(1), pp.319~337 (2014), (사)한국관광레저학회
  20. "2014년 1/4분기 온라인쇼핑 동향" (2014)[URL]
  21. Aagja, J. P, "Validating service convenience scale and profiling customers : a study in the Indian retail context", The Journal for Decision Makers, 36(4), pp.25~49 (2011)
  22. Berry, L. L, "Understanding service convenience", Journal of marketing, 66(3), pp.1~17 (2002)
  23. Bolton, R. N, "A multistage model of customers’ assessments of service quality and value", Journal of consumer research, pp.375~384 (1991)
  24. Chang, K. C, "The effect of service convenience on post-purchasing behaviours", Industrial Management & Data Systems, 110(9), pp.1420~1443 (2010)
  25. Chen, C. F, "Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers : Evidence from Taiwan", Transportation Research Part A : Policy and Practice, 42(4), pp.709~717 (2008)
  26. Chen, C. F, "Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists", Tourism management, 31(1), pp.29~35 (2010)
  27. Chen, M. C, "Understanding the relationship between service convenience and customer satisfaction in home delivery by Kano model", Asia Pacific Journal of Marketing and Logistics, 23(3), pp.386~410 (2011)
  28. Choi, J, "Customer satisfaction factors of mobile commerce in Korea", Internet research, 18(3), pp.313~335 (2008)
  29. Chang, H. H, "The moderating effect of customer perceived value on online shopping behaviour", Online Information Review, 35(3), pp.333~359 (2011)
  30. Chang, K. C, "The effect of service convenience on post-purchasing behaviours", Industrial Management & Data Systems, 110(9), pp.1420~1443 (2010)
  31. Chang, Y. W, "The influence of multiple types of service convenience on behavioral intentions : The mediating role of consumer satisfaction in a Taiwanese leisure setting", International journal of hospitality management, 31(1), pp.107~118 (2012)
  32. Choi, H. S, "A study on the effect of mobile tourism information services on tourist satisfaction and continual reuse intention", International Journal of Business and Information Technology, 1(3), pp.189~195 (2012)
  33. Chong, A. Y. L, "Predicting consumer decisions to adopt mobile commerce : Cross country empirical examination between China and Malaysia", Decision Support Systems, 53(1), pp.34~43 (2012)
  34. Colwell, S. R, "Toward a measure of service convenience : multiple-item scale development and empirical test", Journal of Services Marketing, 22(2), pp.160~169 (2008)
  35. "US Smartphone User Survey" (2011)[URL]
  36. J. J, "Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments", Journal of retailing, 76(2), pp.193~218 (2000)
  37. Garbarino, E, "The different roles of satisfaction, trust, and commitment in customer relationships", the Journal of Marketing, pp.70~87 (1999)
  38. "The state of global e-commerce 2013" (2013)[URL]
  39. Ha, J, "Perceived values, satisfaction, and behavioral intentions: the role of familiarity in Korean restaurants", International Journal of Hospitality Management, 29(1), pp.2~13 (2010)
  40. Heinonen, K, "Reconceptualizing customer perceived value: the value of time and place", Managing Service Quality, 14(2, pp.3) (2004), 205~215
  41. Keh, H. T, "Customer reactions to service separation", Journal of Marketing, 74(2), pp.55~70 (2010)
  42. Kwun, D. J. W, "Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude : A gender-difference approach", International Journal of Hospitality Management, 30(2), pp.252~261 (2011)
  43. Li, Y. M, "Increasing trust in mobile commerce through design aesthetics", Computers in Human Behavior, 26(4), pp.673~684 (2010)
  44. "Smartphone Shopping across Asia Pacific" (2013)[URL]
  45. McDougall, G. H, "Customer satisfaction with services : putting perceived value into the equation", Journal of services marketing, 14(5), pp.392~410 (2000)
  46. Morganosky, M. A, "Cost‐versus convenience‐oriented consumers : Demographic, lifestyle, and value perspectives", Psychology & Marketing, 3(1), pp.35~46 (1986)
  47. Nili, M, "Impacts of Utilitarian and Hedonistic Values of Online Shopping on Preferences and Intentions of Consumers", International Journal of Academic Research in Business &Social Sciences, 3(5), pp.82~92 (2013)
  48. Nysveen, H, "Explaining intention to use mobile chat services : moderating effects of gender", Journal of consumer Marketing, 22(5), pp.247~256 (2005)
  49. Okazaki, S, "Exploring convenience in mobile commerce : Moderating effects of gender", Computers in Human Behavior, 29(3), pp.1234~1242 (2013)
  50. "Mobile Commerce Statistics" (2013)[URL]
  51. H. G, "Consumer behavior in restaurants : Assessing the importance of restaurant attributes in consumer patronage and willingness to pay", Journal of Services Research, 12(2), pp.29~56 (2012)
  52. Patterson, P. G, "Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context : an empirical examination", International Journal of service Industry management, 8(5), pp.414~434 (1997)
  53. Rodgers, S, "Gender and e-commerce : an exploratory study", Journal of advertising research, 43(03), pp.322~329 (2003)
  54. Ryu, K, "Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry", International Journal of Contemporary Hospitality Management, 22(3), pp.416~432 (2010)
  55. Sanchez, J, "Perceived value of the purchase of a tourism product", Tourism Management, 27(3), pp.394~409 (2006)
  56. Seiders, K, "Attention, retailers! How convenient is your convenience strategy?", Sloan Management Review, 41(3), pp.79~90 (2000)
  57. Seiders, K, "SERVCON : development and validation of a multidimensional service convenience scale", Journal of the Academy of Marketing Science, 35(1), pp.144~156 (2007)
  58. Shiau, W. L, "Continuance intention of blog users : the impact of perceived enjoyment, habit, user involvement and blogging time", Behaviour & Information Technology, 32(6), pp.570~583 (2013)
  59. Tiwari, R, "The Mobile Commerce Prospects: A strategic analysis of opportunities in the banking sector", pp.33~ (2007), Hamburg University Press
  60. Wei, T. T, "What drives Malaysian m-commerce adoption? An empirical analysis", Industrial Management & Data Systems, 109(3), pp.370~388 (2009)
  61. Weiss, R, "Customer satisfaction of theme restaurant attributes and their influence on return intent", Journal of Foodservice Business Research, 7(1), pp.23~41 (2005)
  62. Zeithaml, V. A, "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence", The Journal of Marketing, pp.2~22 (1988)

관련 논문AI추천

카페 모바일 애플리케이션의 서비스 편의성이 지각된 가치 및 재이용 의도에 미치는 영향조가, 김수욱, 김영길서비스사이언스학회 · 서비스 연구2019 · 제9권 제2호레스토랑 모바일 커머스 소비자의 구매의지에 대한 커머스 특성의 역할이해영, 조동석한국외식산업학회 · 한국외식산업학회지2014 · 제10권 제4호외식 배달 앱의 이용의도에 영향을 미치는 선행변수에 관한 연구: 확장된 기술수용모델을 중심으로김현룡관광경영학회 · 관광경영연구2018 · 제22권 제6호VAB 모델을 적용한 외식 모바일 간편결제 서비스 및 소비자 특성이 이용의도에 미치는 영향 연구이승훈한국외식산업학회 · 한국외식산업학회지2024 · 제20권 제5호모바일 배달앱의 정보성과 가격혜택이 고객만족과 지속이용의도에 미치는 영향어윤선, 엄현식한국외식산업학회 · 한국외식산업학회지2021 · 제17권 제3호배달앱의 서비스품질 요인이 고객만족, 지속사용의도에 미치는 영향에 관한 연구송규태, 정문석관광경영학회 · 관광경영연구2021 · 제25권 제4호

이 간행물의 다른 논문 (9건)

산사가루와 진피가루를 첨가한 돈가스소스의 품질 특성채경연pp. 25-36호텔기업에서 상사-구성원 교환관계가 부하직원의 직무몰입과 이직의도에 미치는 영향박정우pp. 37-49골프리조트 조리종사자의 근무환경이 직무만족에 미치는 영향신왕선, 채병숙pp. 51-59중국 크루즈 이용객의 만족도 분석을 통한 유치전략최정규pp. 61-69외식업의 사회공헌활동이 구매의도에 미치는 영향양정영pp. 71-90
원문 보기