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
- 이한진; 권소연; 민대환
- 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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Collections - College of Global Business > Digital Business in Division of Convergence Business > 1. Journal Articles
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