The impact of O2O service quality on customer satisfaction and repeat purchase intentions in the food service company

This study explores the impact of O2O service quality on customer satisfaction and continuance purchase intention in a restaurant company setting. To achieve the purpose of this study, we conducted an online survey using the convenience sampling method among customers who have purchased food products or services using O2O services of food service companies living in Seoul and Gyeonggi. The survey was distributed on February 10, 2024, and was open until February 25, 2024, using Google's online survey form. A total of 280 respondents completed the survey, and 268 were used in the empirical analysis, excluding 12 inaccurate responses. The findings through the hypotheses test are as follows. First, service quality, system quality, perceived quality, and information quality of O2O service quality of food service companies have a positive effect on customer satisfaction. Second, customer satisfaction has a positive influence on continued purchase intention. Third, service quality, system quality, and perceived quality of O2O service quality of food service companies have positive influences on continuous purchase intention. These results provide implications for developing O2O service quality where food service companies can utilize O2O service quality to increase customer satisfaction and continuous purchase intention.