무인프랜차이즈매장의 서비스품질이 소비가치와 고객인게이지먼트에 미치는 영향: 코로나 19에 대한 지각된 위험의 조절효과

Recently, unmanned franchise stores have been spreading due to the non-face-to-face expansion of the Internet of Things and COVID-19. Unlike offline and online shopping stores, smart franchise stores do not have direct interaction with employees, so there is a limit to the application of the service quality dimension that existing researchers have studied. This study reviewed the service quality applicable to smart franchise stores and analyzed the effect of service quality on consumption value and consumption value on the customer's voluntary customer engagement, using a structural equation model. In addition, a multi-group analysis was used to analyze the moderating effect of the relationship between service quality, consumption value, and customer engagement on perceived risk by dividing it into a safe group and an anxious group for COVID-19. A total of 151 samples were used for analysis. As a result of the analysis, it was found that service quality had a positive effect on both consumption value, but only emotional and situational values among consumption values had an effect on the customer engagement. In the moderating effect between the safe group and anxious group for COVID-19 infection, this study shows that perceived risk play a moderating role in the effect of service quality on situational value and the effect of situational value on customer engagement.