Korea Productivity Association

논문검색


pISSN: 1225-3553

생산성논집, Vol.34 no.4 (2020)
pp.177~195

DOI : 10.15843/kpapr.34.4.2020.12.177

딜리버리 앱 서비스 선택 속성에 대한 중요도 분석

김유진

(충북대학교 경영학과 석박사통합과정)

이형석

(충북대학교 경영대학 경영학부 교수)

The advancement in information and communication technology has contributed to convenience in our daily lives. In recent years, there has been a rapid increase in availability of delivery application as smart phone has become popular in every area of our activities. As increased competition in the delivery application service market it is necessary to provide application services satisfying customers’ various requirements. Previous studies on delivery application or delivery services have focused the causal relationship between selection factors and satisfaction or loyalty. Thus, this study examines the priority of selection factors considered as the consumers select the delivery application using the analytic hierarchy process. Specifically, this study first extracts selection factors based on literature review, and calculates the weight of each factor by employing the analytical hierarchy process method. The results of the study showed that factors in the first stage consisted of diversity, informativity, convenience, responsiveness, additional service and the convenience of the factors revealed the most important factor. Factors in the second stage were composed of payment method, the number of restaurants, menu selection, seller information, consumer reviews, screen composition, order process, payment option, inquiry function, delivery speed, push alarm, discount event and coupons, and point saving. Synthetic calculations of the first stage factor and the second stage factor showed that order process factor was the most important factor. The findings of the study are expected to help to improve the delivery application firms’ services as well as to provide the implications of service development for practitioners.

Download PDF list