생활물류의 택배유형에 따른 배송서비스품질이 지속사용의도에 미치는 차별적 영향

Differential Effects of Delivery Service Quality on Continuous Use Intention according to Delivery Types of Life Logistics

Purpose - In a Last Mile transaction, the importance of customer satisfaction is emphasized in Last Mile delivery, and as fresh food is delivered to the home in a small variety of varieties. Cold Chain Last Mile delivery appears to be a non-price core competency of the company. According to these core competencies, there is a need for an analysis that can determine the discriminatory effect on continuous use intention through transportation service quality factors according to the type of parcel delivery of life logistics. Design/Methodology/Approach - This study conducted a hierarchical regression analysis to verify the differential effect of transportation service quality (stability, convenience, and economics) and parcel type of life logistics on continuous intention. Findings - As a result of the analysis, it was confirmed that safety, convenience, and economic feasibility are important for continuous use intention regardless of the type of parcel delivery. In addition, it was confirmed that general courier users have a higher intention to continue using the parcel service than fresh food courier users. Research Implications - These results show that fresh food is a service that is currently developing, whereas the general courier service is already a daily service, and it is expected to have a high intention to continue use. However, in the case of users of the fresh food courier service, it was confirmed that the intention to continue use is higher when the convenience is high.