교차 충성도의 역동성: 선택속성 가중치 변화

This study examines the temporal effects of the customer satisfaction and loyalty relationship between the delivery app and the restaurant service, as well as their crossover effects, in the context of O2O delivery restaurant services. To this end, two surveys (T1 vs. T2) were conducted on the same respondents using two time-lag intervals. Our results show that for restaurants, the relationship between customer satisfaction and loyalty strengthens over time, but for delivery apps, the relationship is not significant at all across the consumption system. Furthermore, the crossover effect between the two services is stable across the consumption experience in the relationship between delivery app satisfaction and restaurant loyalty, while the relationship between restaurant satisfaction and delivery app loyalty is initially insignificant and strengthens later in the consumption experience. In particular, the attribute weights of these services were such that only some attributes influenced satisfaction in the early stages, but most attributes influenced satisfaction ratings in the later stages. The results of this study show that changes in these attribute weights are directly and indirectly involved in the satisfaction-loyalty relationship. Based on these findings, the author discusses theoretical and practical implications and suggests future research directions.