편의점 택배 서비스품질과 프라이버시 위험이 고객만족과 지속적 이용의도에 미치는 영향: 비대면 성향의 조절역할
Effects of Service Quality and Privacy Risk on Customer Satisfaction and Continuous Use Intention in Convenience Store Parcel Delivery Service: Moderating Role of Contactless Tendency
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참고문헌
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초록
본 연구는 편의점 택배서비스의 서비스 품질과 프라이버시 위험이 고객 만족도 및 지속적 이용의도에 미치는 영향을 실증적으로 분석하고, 비대면 성향의 조절효과를 검증하였다. 편의점 택배서비스를 위한 연구모형의 가설 검증을 위해 부분최소자승법에 의한 경로모형 분석을 실시하였다. 연구결과로는 첫째, 편의점 택배서비스의 서비스 품질 중 서비스 가격, 신뢰성, 편의성은 고객만족에 유의한 영향을 미치는 것으로 나타났다. 반면, 대응성은 고객 만족에 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 프라이버시 위험은 고객 만족과 지속적 이용의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 고객 만족은 지속적 이용의도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 비대면 성향은 대응성과 만족 간의 관계를 조절하는 것으로 나타났다. 본 연구의 결과는 후속 연구와 실무적 서비스 전략 수립에 유용한 통찰을 제공할 것으로 기대된다.
Abstract
The purpose of this study was to analyze the effect of service quality and privacy risk on customer satisfaction and continuous use intention for convenience store parcel delivery service, and verify the moderating effect of contactless tendency. This study employed PLS-path modeling to test the research hypotheses. The results of the study were as follows: 1) service quality factors of convenience store parcel delivery (i.e., service price, reliability, and convenience) had significant effects on customer satisfaction. However, responsiveness had no significant effect on customer satisfaction; 2) privacy risk had a significant effect on both customer satisfaction and continuous use intention; 3) customer satisfaction had a significant effect on continuous use intention; and 4) contactless tendency moderated the relationship between responsiveness and satisfaction. The findings of the study are expected to provide valuable insights for future research and the development of practical service strategies.
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