브랜드 커피 O2O 서비스의 고객 만족에 영향을 미치는 요인들에 관한 연구

In recent years, branded coffee chains have actively adopted Online-to-Offline (O2O) services, such as mobile ordering and delivery, to provide integrated customer experiences across online and offline channels. This study aims to empirically identify the distribution quality factors influencing customer satisfaction in branded coffee O2O services and to analyze their effects on continuous usage intention. A structural equation model was developed with delivery quality, interaction quality, cross-channel consistency, and O2O convertibility as independent variables, and customer satisfaction and continuous usage intention as dependent variables. The results revealed that delivery quality , interaction quality , and cross-channel consistency significantly influenced customer satisfaction, with cross-channel consistency exerting the strongest impact. Conversely, O2O convertibility did not show a significant effect on customer satisfaction. Furthermore, customer satisfaction had a highly significant positive effect on continuous usage intention. These findings provide empirical evidence that highlights the critical roles of cross-channel consistency and delivery quality in managing customer experiences in an omni channel environment, offering practical implications for strategic planning and service quality improvement in O2O services.