커피 브랜드 앱(App) 서비스품질이 고객만족도 및 사용의도에 미치는 영향

The Effect of the Coffee Brand App Service Quality on Customer Satisfaction and Intentions

In recent years, evolving and changing society, the trend of brand applications for coffee is increasing and growing. Therefore, the study investigated the effect of coffee brand App service quality on customer satisfaction and intentions. To carry out the study, a total of 230 questionnaires were distributed to consumers who had past use of coffee brand application from October 1 to 15, 2019, but only 211 were used for the analysis. Three factors were obtained from factor analysis of the coffee brand App service quality; convenience, informativeness and benefit. The hypothesized relationships in the model were simultaneously tested by using a structural equation model. The results indicated that convenience, informativeness and benefit have a positive effect on customer satisfaction. In addition, customer satisfaction have significant effect on intentions. The results may provide a practical background for strategic development for coffee brand app industry.