국내 차량공유 서비스 플랫폼에 대한 Z세대 소비자의 만족도와 재사용의도

This study confirmed how the service quality of a domestic vehicle-sharing platform affects user satisfaction and reuse intention and what implications the results have for organizational knowledgeization. To this end, the SERVQUAL framework was applied to manipulate the constituent concept into tangible, reliability, responsive, certainty, and empathy, and an online survey was conducted in August 2023 for 154 adults who have used representative platforms in Korea. Frequency analysis, correlation analysis, and regression analysis were performed on the collected data, and all statistical tests were performed at the 95% significance level. As a result of the analysis, responsiveness, certainty, and empathy showed a significant positive (+) effect on customer satisfaction and reuse intention, and tangible and reliability were not confirmed. In addition, responsiveness, certainty, and empathy showed an indirect effect on reuse intention through customer satisfaction. These results suggest that reuse can be induced when response protocols, trust guarantee devices, and empathetic communication guidelines are standardized and internalized into organizational learning through a customer knowledge management (CKM) system that systematically collects and interprets service quality perceptions obtained at customer contact points. In addition, it was confirmed that the platform operator is more effective in allocating data-based resources first to dimensions sensitive to user value (responsiveness, certainty, empathy) rather than managing the quality dimension with the same weight. This study demonstrated the link between service quality and satisfaction and reuse in the context of vehicle sharing, and presented the basis for linking the results to the knowledge management execution frame.