- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
What should be Prioritized for Delivery Café Service in COVID-19?
JANG, Jeong-Rok
CHA, Seong-Soo
Abstract
Purpose: Food delivery services are rapidly increasing due to the recent COVID-19 outbreak. This study examines how much taste, price, brand, and reliability affect the satisfaction of delivery apps and delivery companies in food delivery services, as well as its effects on repurchase intentions. Research design, data and methodology: Empirical analysis was conducted through questionnaire survey on a coffee shop that started delivery services. Reliability and validity were analyzed, and hypotheses were verified through confirmatory factor analysis, discriminant validity analysis, and path analysis using structural equation modelling. Results: The factors affecting the satisfaction of delivery apps at coffee shops were taste and brand image. Only 'taste' had a statistically significant effect on the factor that made consumers feel satisfaction. In addition, satisfaction with delivery apps of coffee shops and delivery companies had a statistically significant effect on repurchase intention. The company should focus on improving the image of the coffee application rather than the corporate image. Conclusions: Now and in the future, F&B companies will have to recognize and respond, as well as rethink on how to deliver satisfaction of delivery apps and delivery companies to consumers in the ever-increasing delivery competition. This study provides implications through satisfaction analysis of coffee delivery apps and companies.
- keywords
- Food delivery, Delivery application, Delivery company, Repurchase
Reference
Aderson, E., & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(Fall), 310-323.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Boulding, W., & Kirmani A. (1993), A consumer-side experimental examination of signaling theory: do consumer perceive warranties as signals of quality. Journal of Consumer Research, 20(1), 111-123.
Cha, S. S., & Lee, S. H. (2021). The Influence of Ramen Selection Attributes on Consumer Purchase Intention. The Korean Journal of Food & Health Convergence, 7(4), 1-11.
Cha, S. S., & Seo, B. K. (2018). The Factors influencing Customer Satisfaction with and Revisiting Coffee Shops in Korea: The Moderating Roles of Psychological Value. Culinary Science and Hospitality Research, 24(2), 1-7.
Cha, S. S., & Seo, B. K. (2019). Cafeteria Use by Students and Effect of Selection Attributes on Satisfaction. The Journal of Asian Finance, Economics and Business, 6(1), 187-194.
Cha, S. S., & Shin, M. H. (2021). The effect of delivery food on customer emotional response and repurchase intention. The Korean Journal of Food & Health Convergence, 7(2), 1-10.
Cha, S. S., & Wang, X. W. (2020). A Cross-National Study on Selection Attributes of Instant Noodle between China and Korea. Journal of Food Products Marketing, 26(1), 1-16.
Cho, H. A., & Chun, H. J. (2019). The Effect of User Experience Factors on Satisfaction and Continuous Use Intention of Delivery Apps. Journal of Tourism and Leisure Research, 31(7), 323-340.
Choi, H. M., & Lee, H. R. (2011). Research Articles: The Effect of Coffee Shop Customers` Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality. Journal of Tourism Sciences, 35(3), 243-266.
Choi, Y. R. (2013). A Study on Factors of Service Quality in Food Service industry Smartphone Applications and Their Effects on Customer Satisfaction and Return Intention. Doctoral dissertation, Kyonggi University, Suwon, Korea. university.
Chosun News (2021). 10,000 won black bean noodles, 4,500 won for delivery and commission... The reality of the restaurant ‘Hangun Delivery’, available at: https://www.chosun.com/economy/2021/07/20/Q3I5PBFZR NDJHOYRGS6LJZ HXJ4/?utm_source=naver&utm_medium=referral&utm_ca mpaign=naver-news (accessed 20 July 2021).
Chung, H. S., Choi, S. E., & Choi, D. K. (2017). The effect of perceived risk, perceived benefits on purchase intention for delivery food. Journal of Hospitality and Tourism Studies, 26(8), 71-86.
Dong, J. K., & Ki, R. K. (2010). A Perceptual Mapping of Coffee Shop Brands and Preference Attributes. Culinary Science &Hospitality Research, 16(3), 66-75.
FETV (2021. “Join hands with Hollys and Coupang Eats to promote...’Delivery service expanded’", available at:https://www.fetv.co.kr/news/article.html?no=92653 (accessed 02 August 2021).
Heraldcorp (2021). ’Food cost 10,000 won and delivery fee 15,000won’ The story of the absurd delivery cost bomb, available at: http://news.heraldcorp.com/view.php?ud=20210518000617 (accessed 18 May 2021).
Jeong, Y. J. (2019). A study of the effects of brand images of cafes on price fairness perception and relationship continuance intention. International Journal of Tourism and Hospitality Research, 33(6), 159-172.
Jo, M. N., & Cha, J. B. (2017). Consumer Attitudes and Behavioral Intentions on Delivery Application Quality: Focusing on Technology Acceptance Model (TAM). International Conference of the Korean Tourism Association, 81(0), 139-143.
Kendall, E. L., & Sproles, G. B. (1986), Learning Styles among Secondary Vocational Home Economics Students: A Factor Analytic Test of Experiential Learning Theory. Journal of Vocational Education Research, 11(3), 1-15.
Kim, J. H., & Cho, M. H. (2019). The Effect of Advertising Attributes of Mobile Application for Delivery Food on Attitude toward Advertisement, Attitude toward Brand and Purchase Intention. Journal of Tourism and Leisure Research, 31(3), 307-324.
Kim, S. H. (2010). Effects of Perceived Attributes on the Purchase Intention of Smart-Phone. The Korea Contents Association, 10(9), 318-326.
Kim, S. H. (2015). Survey on the frequency of domestic and foreign food and the use of delivery apps, Korea Food and Industry Research Institute.
Ko, E. J. (2016). Gauging effects of bakery cafe's menu quality on consumer satisfaction and repurchase intention. Doctoral dissertation, Kyonggi University, Suwon, Korea.
Kwak, M. K., & Cha, S. S. (2021). A study on the selection attributes affecting pet food purchase: After COVID-19Pandemic. International Journal of Food Properties, 24(1), 291-303.
Kwon, H. J., Jung, G. Y., & Yi, Y. S. (2013). Social Commerce Characteristics Influencing Customer Trust and Satisfaction for Food service products-Moderating effects of Social Commerce utilization periods. Journal of Hospitality and Tourism Studies, 15(3), 410-433.
Lee, H.G., & Lee, H. Y. (2020). COVID-19 stress: Is the level of COVID-19 stress same for everybody? Korea Logistics Review, 30(4), 75-87.
Money S (2021.05.17). Yogiyo’ sold and ‘Tmon’ jumped in…Delivery app ‘spring and autumn warring states period. Retrieved from https://moneys.mt.co.kr/news/mwView.php?no=202105131 4138091955.
Na, T. G. (2006). The effects of menu products' external reference price on value perception, purchase intention and search intention. Doctoral dissertation, Kyonggi University, Suwon, Korea.
NewDailyBiz (2021). ’Delivery increased, but the ban on eating in stores’... Starbucks, Ediya, Hollys reverse extension, available at: http://biz.newdaily.co.kr/site/data/html/2021/04/12/2021041200078.html (accessed 12 April).
Newstomato (2021). “Naver removes star ratings for restaurants and cafes... Delivery app companies are maintaining the current system”, available at:http://www.newstomato.com/ReadNews.aspx?no=1032301 (accessed 21 March 2021).
Park, H. k. (2010). The Effect of Brand Images on Relationship Quality and Revisit Intention: focusing on coffee shop. Doctoral dissertation, Konkuk University, Seoul, Korea.
Park, J. Y., Chae, D. B., & Park, K. H. (2015). The Effects of Retailer Social Responsibility on Customer Trust and Market Response. Journal of Channel and Retailing, 20(2), 1-31.
Park, M. S., & Bae, H. J. (2020) Analysis of the factors influencing customer satisfaction of delivery food. Journal of Nutrition and Health, 53(6), 688-701.
Park, O. J., Park, M. K., Yang, I. S., & Lee, M. J. (2004). Exploratory Case Study for Identifying Detail Attributes on the Food Taste & the Menu in Office Foodservice of Contract Foodservice Management Company. Journal of the Korean Dietetic Association, 10(4), 467-475.
Remuzzi, A., & Remuzzi, G. (2020). “COVID-19 and Italy: What next?” The Lancet, 395: 1225-28. https://doi.org/10.1016/S0140- 6736(20)30627-9.
Schwab, K. (2016). Fourth Industrial Revolution. Song Kyungjin Station) Seoul: New Present. (Original publication date 2016).
Sedaily (2021). “Coffee delivery market, ‘Size Up’”, available at: https://www.sedaily.com/NewsView/22IJZMQ8PT (accessed 16 February).
Shim, S., & Gehrt, K. C. (1996). “Hispanic and Native American adolescents: An exploratory study of their approach to shopping,” Journal of Retailing, 72(3), 307-324.
Shon, J. K., & Park, Y. A. (2013). A Study on Effects of Service Quality and Usage Review of Smartphone “Majib”Application on User Satisfaction and Reuse Intention. Journal of Marketing Studies, 21(3), 1-26.
Sporbiz (2021). “Franchise coffee at home...The food and beverage industry are fiercely competing in the delivery market”, available at:http://www.sporbiz.co.kr/news/articleView.html?idxno=5246 90 (accessed 25 May 2021).
Sportschosun (2021). “’I thought you ordered it cheaply using a coupon’. Delivery apps are more expensive than stores.”, available at: https://sports.chosun.com/news/ntype.htm?id=202102010100 001040013082&servicedate=20210131 (accessed 31 January).
The Food & Beverage News (2020). “’Untact marketing worked’Settling the trend of ‘non-face-to-face sales’ in the food industry”, available at:http://www.thinkfood.co.kr/news/articleView.html?idxno=86 819 (accessed 23 March 2020).
Thinkfood (2020). “Coffee shop in crisis. Make up for it with ‘Delivery’.”, available at:http://www.thinkfood.co.kr/news/articleView.html?idxno=89190 (accessed 18 November 2020).
Yang¸ J. Y., & Lee¸ H. J. (2020). Analysis of Factors affecting Customer Repurchase Decisions in Food Delivery Services. The Academy of Customer Satisfaction Management, 22(4), 65-82.
Yi, Y. J., & La, S. N. (2002). Brand Personality-Brand Identification-Brand Equity Model: An Exploratory Study on the Difference Between Users vs. Non-Users. Journal of Korean Marketing Association, 17(3), 1-32.
Yıldırım, M., & Güler, A. (2020). “Factor analysis of the COVID-19 Perceived risk scale: A preliminary study,” Death Studies, 1-8. http://lps3.doi.org.libproxy.yu.ac.kr/10.1080/07481187. 2020.1784311.
Yoo, D. K. (2017). A Study on Developing Better Franchise Delivery Food’s Service Quality which influences on Customers’ Emotional Response and Franchise Brand Equity. Food Service Industry Journal, 13(4), 195-206
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations