Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
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Influence of Customer Experience on Customer Satisfaction and Loyalty in Delivery Service Platforms

배달서비스 플랫폼의 고객경험이 고객만족 및 충성도에 미치는 영향

  • Chung, Byoung-gyu (Sungkyul University) ;
  • Lee, Su-jin (Sungkyul University)
  • 정병규 (성결대학교 경영학과) ;
  • 이수진 (성결대학교 경영학과)
  • Received : 2024.05.22
  • Accepted : 2024.06.22
  • Published : 2024.06.30
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Abstract

With the activation of non-face-to-face services, the use of delivery service platforms has been increasing. At this juncture, this study empirically analyzed the impact of customer experience on customer satisfaction and customer loyalty in the context of delivery service platforms. Specifically, the study segmented customer experience into four sub-factors: product experience, moments of truth, outcome focus, and peace of mind, and analyzed their individual impacts on customer satisfaction and customer loyalty. The independent variables, representing customer experience, were divided into the aforementioned four sub-factors. The mediating variable was customer satisfaction, and the dependent variables were repurchase intention and recommendation intention. A survey was conducted with customers who have used delivery service platforms, and 300 valid responses were utilized for the analysis. The empirical results are as follows: all four sub factors - product experience, moments of truth, outcome focus, and peace of mind - significantly and positively influenced satisfaction with the delivery service platform. Among these, peace of mind had the most substantial impact. Additionally, customer satisfaction was found to mediate the relationships between product experience, moments of truth, outcome focus, peace of mind, and both repurchase intention and recommendation intention. This study is academically significant as it segments and examines customer experience into four distinct factors. Practically, it highlights the importance of providing peace of mind to reassure customers as the most crucial factor in enhancing their satisfaction and loyalty.

비대면 서비스가 활성화되면서 배달서비스플랫폼 이용이 활성화되고 있다. 이러한 시점에서 배달서비스 플랫폼의 고객경험이 고객만족 및 고객충성도에 미치는 영향을 실증적으로 분석하였다. 특히 본 연구에서는 고객경험을 4개의 하위요소로 나누어 각각이 고객만족과 고객충성도에 미치는 영향을 세분화하여 분석을 했다. 독립변수로 고객경험을 제품경험(product experience), 진실의순간(moments of truth), 결과지향성(outcome focus), 마음의평화(peace of mind) 4개의 하위변수로 나누었다. 매개변수는 고객만족이며, 종속변수는 재이용의도와 타인추천의향이다. 이를 위해 배달서비스플랫폼 이용경험이 있는 고객을 대상으로 설문조사를 하였으며, 이중 유효한 300개를 분석에 활용하였다. 실증분석결과는 다음과 같다. 제품경험, 진실의순간, 결과지향성, 마음의평화 모두 배달서비스플랫폼 이용만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 가장 영향을 미치는 변인은 마음의평화 이었다. 한편 이용만족도는 제품경험, 진실의 순간, 결과지향성, 마음의평화와 재이용의도, 타인추천의향에 매개역할을 하는 것으로 나타났다. 본 연구결과는 고객경험을 4가지로 세분화하여 검정하였다는 점에서 학술적인 의미가 있었다. 또한 실무적으로 고객경험중에서 고객을 안심시켜 고객에게 마음의 평화를 주는 것이 가장 중요한 요인임을 밝혔다는 점에서 의미가 있었다.

Keywords

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