외식 배달 애플리케이션의 e-서비스 품질이 브랜드 이미지와 고객만족에 미치는 영향

The influence of Foodservice Delivery Application E-service Quality on Brand Image and Customer Satisfaction

In this study, a new paradigm, e-service quality and brand image, are closely related to online food service delivery applications, nevertheless, there is no clear analysis. The purpose of this study is to analyze the impact of customer satisfaction on the continuous use of food service delivery applications by the image of customers who experience the service and information of food service providers posted on the delivery application. Therefore, this study aims to find a direction for food service providers to go online by analyzing the effects of e-service quality and brand image in catering delivery applications on customer satisfaction. In addition, it was intended to be used as a basis for suggesting implications that can contribute to the efficient settlement of food service and delivery applications and increase the performance of utilization. This study was conducted on consumers in their 20s to 50s or older who have experience using food service applications in Seoul and Gyeonggi areas. The hypothesis was verified by performing frequency analysis, validity analysis, reliability analysis, and simple, multiple regression analysis using the SPSS 21.0 statistics package program. The summary of the results of this study is as follows. First, the effect of hypothesis 1 'foodservice delivery application e-service quality' on 'brand image' was analyzed. As a result, it was found that 'efficiency', 'fulfillment', 'system availability', and 'privacy' have a positive(+) effect on 'brand image'. Second, as a result of analyzing the effect of hypothesis 2 'brand image' on 'customer satisfaction', it was found that the 'brand image' of consumers using catering delivery applications had a positive(+) effect on 'customer satisfaction'. Third, the effect of hypothesis 3 'foodservice delivery application e-service quality' on 'customer satisfaction' was analyzed. As a result, it was found that 'system availability' and 'privacy' had a positive(+) effect on 'customer satisfaction', however, it was found that “efficiency” and “fulfillment” had no effect on ‘customer satisfaction’.