외식기업 O2O 서비스 품질이 지각된 유용성, 지각된용이성, 순편익 및 고객만족에 미치는 영향 = The Effect of O2O Service Quality on Perceived Usefulness, Perceived Ease of Use, Net Benefits, and Customer Satisfaction in Food Service Industry

다국어 초록 (Multilingual Abstract)

Purpose –This study attempted to propose a milestone in service quality management on how O2O service quality of food service companies should be provided to consumers in terms of technology acceptance under the rapid growth of non-face-to-face services due to the development of information and communication technology and the prolonged COVID -19 pandemic.
Design, data, and methodology –In this study, we conducted a study on the quality of O2O service using SERVQUAL, TAM and UISSM. Empirical analysis was conducted using explor atory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model based on the data of 420 questionnaires collected from servic e users with experience using O2O service.
Result – As a result of verifying a total of 7 hypotheses and 16 sub-hypothesis, the study results showed that all hypothesis paths except for 2 sub-hypothesis had a significant influen ce relationship.
Conclusions – Food service companies should constantly develop and implement strategic meas ures by maximizing customer satisfaction by improving reliability and accuracy through timely info rmation update of O2O service platform and providing convenience and simplicity of use.