Examining Online and Offline Service Quality Impacts on O2O Platform Reuse Intentions

The development of information technology has recently developed in a distinctly different way.There are various factors that have changed humans and society, but one of the reasons that have had the greatest impression is the emergence of smartphones due to the development of information technology.As simple payment using smartphones has spread, applications that provide various functions, including delivery orders, have appeared.This business model is called Online to Offline (O2O).It refers to an activity or business pattern that trades products, and services by linking online and offline transactions.This study investigated service quality drivers of reuse intentions for online-to-offline (O2O) food delivery platforms.Surveys of 196 South Korean consumers examined system quality, information quality, service quality, product quality, environment quality, and resultant satisfaction impacts.Although online facets weakly predicted satisfaction, offline dimensions of product and environment quality exhibited stronger effects.Both online and offline satisfaction positively influenced intentions to reuse O2O services.While highlighting integration challenges, findings imply enhancing delivery quality and integrating online and in-person experiences may promote retention.For the basic statistical analysis of the questionnaire, the SPSS 26.0 was used.For hypothesis testing, convergent validity and discriminant validity were verified using the structural equation package Smart PLS 4.0.In the O2O delivery service, the factor that determines the quality of online and offline was determined as service quality.The results of this study are as follows.First, system quality did not have a significant influence on online service quality, but information quality and customer service quality had a significant effect.Second, offline service quality had a significant influence on satisfaction.Third, satisfaction both online and offline had a significant influence on intention to reuse.