배달 플랫폼에서 프랜차이즈 유무에 따른 세대별 서비스 실패 경험과 회복 전략의 차이 연구
A Study on Differences in Service Failure Experiences and Recovery Strategies by Generation According to Franchise Presence on Delivery Platforms
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The purpose of this study is to examine the differences in service failure and recovery factors according to the franchise presence in delivery platform. In the study, it was divided into a total of three analysis processes to analyze the difference between the service failure experience and negative review writing intention by generation, and the recovery experience and expectation due to service failure. Steps 1 to 3 of the study are studies that look at the entire life cycle of the delivery app O2O service from service failure to recovery. Response consistency analysis, multiple regression analysis, and response sample analysis were conducted. As a result of the study, research hypotheses 1 to 3 showed that there were differences in service failure factors, conversion intention, service recovery, and expectations by generation according to the presence or absence of a franchise. As a theoretical implication, it contributed to expanding the marketing area, and as a practical implication, a differentiation strategy for each delivery service user is required.
Abstract
The purpose of this study is to examine the differences in service failure and recovery factors according to the franchise presence in delivery platform. In the study, it was divided into a total of three analysis processes to analyze the difference between the service failure experience and negative review writing intention by generation, and the recovery experience and expectation due to service failure. Steps 1 to 3 of the study are studies that look at the entire life cycle of the delivery app O2O service from service failure to recovery. Response consistency analysis, multiple regression analysis, and response sample analysis were conducted. As a result of the study, research hypotheses 1 to 3 showed that there were differences in service failure factors, conversion intention, service recovery, and expectations by generation according to the presence or absence of a franchise. As a theoretical implication, it contributed to expanding the marketing area, and as a practical implication, a differentiation strategy for each delivery service user is required.