IPA 분석을 활용한 배달앱 이용고객의 선택속성에 관한연구

A Study on the Selective Attributes of Delivery App Users Using IPA Analysis: Focusing on age differences

This study analyzes the importance-satisfaction of the selection attribute for customers who use delivery apps, and presents the priority of the selection attributes that are important to customers in the delivery market where the complexity of delivery app selection is emerging. I tried to suggest a way to reduce the width. A total of 240 copies were used for analysis as a sample of 60 copies each by age (20s, 30s, 40s, 50s) targeting delivery app users. The delivery app selection attributes consisted of accessibility, informationality, responsiveness, product quality, and additional services, and the importance and satisfaction were analyzed. Practical implications for issues requiring priority improvement for the sustainability of restaurants entering the delivery market and improving customer satisfaction by deriving improvement points by identifying customer needs by conducting IPA analysis on the importance of the delivery app selection attribute-satisfaction Presented. At the time when the base of the past 20s and 30s expanded to 30% of the total for those in their 40s or older, the basis for establishing an operation strategy for each age through realistic and clear performance indicators was presented through understanding the needs of customers through age differentiation.