신선식품 새벽배송 서비스의 고객 만족에 미치는 영향요인에 관한 연구

초록

Due to the spread of the COVID-19 virus, non-face-to-face services such as shopping and delivery through platforms have expanded, and consumers' purchases of food, clothing, and shelter, which are basic elements of life, are moving from offline to online. In particular, competition among online platforms, which are the main means of non-face-to-face services, is heating up, especially in the grocery sector. In this online delivery platform field, companies that provide early morning delivery services for fresh food, such as Curly and Oasis Market, are entering the market as new businesses, which means that the online food distribution market centered on existing processed foods and frozen foods is focused on fresh food, where freshness is the key. This indicates that it is expanding into the food field. This study aims to identify the elements of fresh food, early morning delivery, and platform elements that affect customer satisfaction, confirm the influence of these factors on forming customer satisfaction, and identify differences in the influence of each element. Therefore, in this study, a survey was conducted targeting users who had experience using the fresh food early morning delivery service. As a result of the analysis, the components of the fresh food early morning delivery service were marketability, delivery safety, economic feasibility, accuracy, delivery safety, quick response, A total of 9 characteristics were confirmed: ease of use, information, and security, and among the 9 characteristics, marketability, food safety, accuracy, quick response, and ease of use were confirmed to have a significant positive (+) impact on customer satisfaction. Through this study, we were able to confirm the specific components of the early morning delivery service for fresh food, the presence or absence of influence on customer satisfaction, the difference in influence, and the differences by customer type. The results of this study are expected to be used as basic data to provide better fresh food early morning delivery services and to identify and provide key attributes desired by customers.

키워드