Effects of Service and Mobile App Quality on Customer Satisfaction and Repurchase Intention in the Context of O2O Food Delivery Services in Korea and China

Abstract

Background/Objectives: This study aims to provide important implications by analyzing and comparing the impact of service quality on customer satisfaction and repurchase intention in the context of O2O food delivery services in Korea and China.

 Methods/Statistical analysis: Based on the contents of the preceding research examined, hypotheses were formulated and a research model was developed to identify and examine the effects of service quality in the context of O2O food delivery services. The survey was conducted among Korean and Chinese respondents who had used O2O food delivery service at least once, using face-to-face and online methods.Frequency analysis, factor analysis, reliability analysis, and regression analysis were performed.

 Findings: First, In the Korean group, a total of 172 respondents completed the questionnaire, of which 55.2% were males and 44.8% females. In the Chinese group, a total of 159 respondents completed the questionnaire, of which 57.9% were females, higher than that in the Korean group. Second, H1 are partially accepted. In Korea, reliability, promptness, responsiveness, and quality of delivered food have a positive effect on customer satisfaction. However, the impact of promptness and cost-effectiveness is not significant.In China, promptness, cost-effectiveness, responsiveness, and quality of delivered food exert a positive effect. However, reliability has no significant effect on customer satisfaction. Third, there is a significantly positive correlation between the quality of O2O food delivery apps and customer satisfaction in Korea. Thus, H2 is accepted.In China, customer satisfaction was positively influenced by in formativeness and security of O2O food delivery apps, but negatively by convenience of these apps.Forth, H3 demonstrate a significantly positive correlation between customer satisfaction and repurchase intention for both countries, thus H3 is accepted.

 Improvements/Applications: To boost customer satisfaction and repurchase intention among consumers using food delivery apps, the sensory and hygienic quality of food and secure app payment systems are imperative in addition to convenience.

 Keywords: O2O, mobile app, customer satisfaction, repurchase intention,food delivery services.