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모바일 식품구매 서비스 고객여정의 경험만족도에 관한 실증연구The Empirical Research on the User Satisfaction ofMobile Grocery Shopping Customer Journey

Other Titles
The Empirical Research on the User Satisfaction ofMobile Grocery Shopping Customer Journey
Authors
이한진권소연민대환
Issue Date
2021
Publisher
한국데이터전략학회
Keywords
Mobile Grocery Shopping; Customer Journey Map; Salesforce; User Satisfaction; .
Citation
Journal of Information Technology Applications & Management, v.28, no.4, pp 59 - 78
Pages
20
Indexed
KCI
Journal Title
Journal of Information Technology Applications & Management
Volume
28
Number
4
Start Page
59
End Page
78
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/138089
ISSN
1598-6284
Abstract
Mobile Grocery Shopping (MGS) has become the New Normal as the COVID-19 pandemic has changed the way consumers shop. Drawing on the framework of Customer Journey Map (CJM), this study explores consumers’ MGS by identifying specific stages of Customer Journey and comparing consumers’ satisfaction between PC-based online and mobile shopping experiences at each stage throughout the journey. This study collected 562 responses from subjects who have mobile and PC-based grocery shopping experiences at the major domestic e-Commerce platforms. Independent t-test analysis showed that differences in satisfaction between mobile and online shopping experiences exist in 5 main stages and 16 sub-stages of CJM. The results of service and technological innovation mentioned in the actual industry report were seen as empirical results leading to continued use of MGS as well as customer satisfaction. The findings of this study contribute to the research stream on Customer Journey by adopting the structure of CJM and analyzing specific stages of the journey in the context of MGS. Managerial implications for mobile-based business practitioners are also discussed.
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College of Global Business > Digital Business in Division of Convergence Business > 1. Journal Articles

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