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A Phenomenological Study on the Experience Using of Restaurant Owners’ Mobile Delivery Application

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2021, 45(2), pp.53-76
  • DOI : 10.17086/JTS.2021.45.2.53.76
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : December 2, 2020
  • Accepted : January 19, 2021
  • Published : March 1, 2021

JO MI NA 1,  Lee, Jin-Hee 2

1수원대학교
2한양대학교

Excellent Accredited

ABSTRACT

This study applied a phenomenological research method to understand the experience of restaurant owners' use of mobile delivery apps. Interviewees were recruited by requesting an open survey through an external survey firm. The in-depth interview was conducted between June 10 and 25, 2019. The researchers conducted in-depth one-on-one interviews with restaurant owners using delivery apps over mobile phones. A total of 12 interviews were conducted until data saturation. After consultation with three experts, the collected data was analyzed, and continued to exchange opinions with experts during the analysis. As a result of the analysis, 124 semantic units, 38 modified semantic units transformed into implicit terms, 14 sub-themes, and four major themes were derived. The four major themes were 'satisfaction with public relations effect and customer reviews', 'pressure arising from fees and self-pays', 'psychological stability and conflict arising from delivery', and 'satisfaction and regret about policies and systems'. These results mean that restaurant owners using mobile delivery apps feel efficient and depend on the delivery apps. However, at the same time, they were experiencing many problems with the delivery apps. Therefore, the government and delivery apps need to solve financial problems such as commissions and self-payments. It is also believed that it is necessary to bridge the event gap between franchises and non-franchises because many non-franchise shop owners expressed their dissatisfaction as the event was held mainly for franchises. The results are differentiated from previous studies conducted mostly on delivery app users. Also, by understanding the nature of the restaurant owners’ experience using the mobile delivery app and clarifying the meaning, it can be used as primary data for research related to restaurant owners and delivery apps. Our findings suggest the policy direction related to the delivery apps.

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This paper was written with support from the National Research Foundation of Korea.
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