Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
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A Qualitative Research on the Consumer Experience and Service Quality of O2O Mobile Delivery App - A Focus Group Interview Method-
- Journal of Tourism Sciences
- Abbr : JTS
- 2021, 45(4), pp.29-54
- DOI : 10.17086/JTS.2021.45.4.29.54
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : March 2, 2021
- Accepted : May 19, 2021
- Published : June 1, 2021
JO MI NA 1, Han, Ju Hyoung 2
1수원대학교
2강원대학교
Excellent Accredited
ABSTRACT
The purpose of this study is to understand consumer experience of using mobile delivery app services and explore the constructs and elements of mobile app service quality. This study applied focus group interviews, a qualitative research method. Two sessions of focus group interviews were conducted from April 8 to April 9, 2019, and the interview scripts were analyzed. As a result, a total of 42 concepts were extracted, classified into 8 subcategories, compressed into 4 categories, and grouped into 2 dimensions. 'Service quality' dimension consists of two categories: 'platform operation quality factor' and 'platform system quality factor'. 'Platform operation quality factor' was composed of 'food delivery service' and 'store management' subcategories. 'platform system quality factor' was composed of 'user-friendly UX/UI' and ‘usefulness of personalized information' subcategories. 'Motivation/constraint' dimension consists of two categories: 'mobile delivery app usage motivation factor' and ‘mobile delivery app constraint factor’. ‘mobile delivery app usage motivation factor’ was composed of ‘user characteristics’ and ‘distribution channel characteristics’ subcategories. ‘mobile delivery app constraint factor’ was composed of ‘delivery service perspective’ and ‘platform ecosystem perspective’ subcategories. Theoretical implications of this study suggest that previous perspectives of consumer behavior models need to be re-examined when understanding consumer experiences of using mobile delivery app services. Result also imply that the service quality of the mobile delivery app should be managed and controlled both by platform management and system management perspectives.
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This paper was written with support from the National Research Foundation of Korea.