해안가 관광지 내 외식업체 배달 서비스 품질이 고객만족과 추천 의도에 미치는 영향 연구: 식습관의 조절효과 중심으로 = A Study on the Effect of Food Service Delivery Quality on customer satisfaction and Recommendation Intention in Coastal tourist destinations: Focusing on The moderating effect of Eating habits

다국어 초록 (Multilingual Abstract)

This study empirically analyzes the effect of coastal restaurant delivery service quality on customer satisfaction and recommendation intention and the moderating effect of eating habits to suggest delivery-related marketing improvements and implications. Statistical analyses were conducted using SPSS 27.0 and AMOS 20.0. Frequency analysis, validity analysis, reliability analysis, correlation analysis, path analysis for hypothesis testing, and moderation effect analysis were performed to examine differences according to demographic characteristics. As a result of hypothesis verification, hypothesis 1 was adopted as the sub-factors of delivery service quality, with delivery app, delivery restaurant, and delivery staff having a significant positive effect on customer satisfaction. Hypothesis 2 was adopted with a significant positive (+) effect on customer satisfaction recommendation intention. Hypothesis 3 was found to have a significant moderating effect only in delivery restaurant companies as a result of analyzing the moderating effect of regular and irregular eating habits, and the effect on customer satisfaction was different. However, it is difficult to generalize to the entire region and food service companies due to the limitation of the representativeness of the sample by limiting the research subjects to Busan coast and some delivery app registered food service business.