배달앱 선택속성인 배달앱 품질, 배달외식업체 품질, 배달직원 품질을 통해 만족도와 충성도를 높이기 위한 전략적 연구

The In the domestic mobile commerce market, one of the representative fields is the delivery app market, which has evolved in conjunction with South Korea's unique delivery culture and the diverse services provided in various areas. With the emergence of delivery apps, consumers can easily obtain information, place orders, and make payments through the app, which then forwards the orders to delivery restaurants. This has led to a transformation in the entities providing delivery dining services, shifting from delivery restaurants to a combination of delivery apps, delivery restaurants, and delivery service providers. The introduction of delivery apps allows users to easily access information about delivery restaurants, enjoy a variety of dining options, and provides benefits for delivery restaurants such as advertising and promotional effects, as well as flexibility in hiring delivery staff. While the delivery app market is experiencing an increasing trend in mobile food service shopping as non-face-to-face consumption rises, excessive competition among companies has resulted in lower service quality. There is a growing tendency for transactions to be one-time, without repeat usage. However, the perception of expensive delivery fees and food costs has led to an increase in users who prefer simple home-cooked meals. This study aims to analyze the impact of delivery app service quality on customer satisfaction and behavioral intentions, despite the steady growth of the mobile commerce market using smartphones and the declining number of users in the dining delivery application. Based on these research results, the study measures the attributes influencing users' choice of delivery apps and analyzes the importance and satisfaction of these attributes. The goal is to propose strategic measures to enhance satisfaction and loyalty among delivery app users. As a result of this research, the importance and satisfaction with delivery app service quality were analyzed. It was found that app quality, including information quality, interaction quality for delivery restaurants, and employee quality for delivery staff, are the key factors that need improvement to increase satisfaction among delivery app users.