The Korean Journal of Food & Health Convergence (식품보건융합연구)

Korea Food & Health Convergence Association (한국식품보건융합학회)
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The Impact of Importance of Online Platform Food Delivery Selection Attributes on Satisfaction and Repurchase Intention

  • Bo-Kyung SEO (Department of Human Service, Addiction Counseling Major, Eulji University) ;
  • Seunghyeon LEE (Dept. of Food Science and Service, College of Bio-Convergence, Eulji University) ;
  • Seong Soo CHA (Food Biotechnology Major, Eulji University)
  • Received : 2024.07.24
  • Accepted : 2024.09.05
  • Published : 2024.09.30
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Abstract

This qualitative study explores the impact of online food delivery platform attributes on customer satisfaction and repurchase intentions. Employing a phenomenological approach, we conducted in-depth interviews and focus group discussions with 15 participants to gain rich insights into user experiences. Thematic analysis revealed key factors influencing satisfaction and loyalty: service quality dimensions (efficiency, reliability, fulfillment, privacy), expectation disconfirmation, perceived usefulness and ease of use, multi-level customer value, relationship quality, electronic word-of-mouth, value co-creation, and phased loyalty formation. Our findings extend customer behavior theory in digital platforms, offering a comprehensive framework for understanding the complex mechanisms underlying user satisfaction and repurchase decisions. The study provides valuable implications for platform operators, highlighting the importance of exceeding customer expectations, enhancing user experience, building trust, leveraging user-generated content, and fostering co-creation processes. Methodologically, we demonstrate the efficacy of qualitative approaches in uncovering nuanced insights in digital service contexts. While acknowledging limitations in generalizability, this research establishes a solid foundation for future investigations into the rapidly evolving domain of online food delivery services. The integrated theoretical approach offers a robust model for analyzing customer behavior in emerging digital service environments, contributing significantly to both academic understanding and practical application in the field of digital service provision and platform management.

Keywords

Acknowledgement

This work was supported by the research grant of the KODISA Scholarship Foundation in 2024.

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