중국 시장에서의 무인점포 서비스품질과 이용자만족도 간의 관계

초록

During the COVID-19 epidemic, in order to prevent the spread of the virus, all aspects of the society gravitated towards non-contact methods, and the new retail form of unattended stores has attracted much attention. This study establishes a more comprehensive conceptual model of the relationship between service quality and user satisfaction of unmanned stores. The purpose of this paper is to investigate this relationship, taking the users, or customers, that have experience in using unmanned stores as the object. Data collection and regression analysis were conducted on 348 Chinese consumers. The research results can confirm the impact of the service quality factors of unmanned stores on user satisfaction from the perspective of the customers. The importance of the specific influencing factors is proximity, reliability, type, convenience and safety. Finally, responsiveness has no significant impact on user satisfaction. This study understands the basic needs of users for the service quality of unmanned stores, empirically verifies the relationship between the service quality of unmanned stores and user satisfaction, and provides a theoretical basis for the study of marketing strategies of unmanned stores.

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