COVID-19 팬데믹 시대의 언택트 기반 유통 서비스 만족에 관한 연구

A Study on the Untact Channel Service Satisfaction in the COVID-19 Pandemic Era

Purpose This study aims to improve the understanding of consumers by analyzing the impact of COVID-19 on the relationship between consumers and companies and the marketing direction and implications of the COVID-19 era. The ‘untact service’ has rapidly established itself as a new standard of life. As a result, a new academic understanding of customers, value proposition, and value delivery are needed across consumers and marketing practitioners. Design/Methodology/Approach This study conducted an empirical research on the quality and satisfaction of non-face-to-face services perceived by consumers by using the E-S-Qual framework. This study attempted to analyze the effect of the characteristics of non-face-to-face services (efficiency, system availability, fulfillment, and privacy) on customer satisfaction and repurchase intention. Data were collected from a total of 546 respondents who experienced untact service during the pandemic period, and the collected data were analyzed using an SEM(structural equation model) approach. Findings According to the analysis results, it was confirmed that the characteristics of the untact service had a positive effect on satisfaction, and the satisfaction had a positive impact on the intention to repurchase the service. Research Implications Although the ongoing COVID-19 pandemic is a major crisis factor, consumers are adapting to a new way of purchasing and consumption, and it has been confirmed that it can be an opportunity factor for companies that understand and adapt effectively to recent market changes.