Purpose: This study aimed to identify the characteristics of delivery service platforms that affect customer satisfaction through customer experience. To enhance the empirical nature of the study, customer experience elements were subdivided into product experience, moments of truth, result focus, and peace of mind. Research design, data, and methodology: A total of 300 participants who had used a delivery service platform at least once in the past three months were randomly selected for the study. Data were collected through a questionnaire survey. The demographic characteristics of the participants were first analyzed. Confirmatory factor analysis using AMOS 24 was performed to test the construct validity between measurement items. A single factor test was conducted to evaluate common method bias (CMB). Correlation analysis was then performed, and the causal relationships and mediation effects were tested to validate the hypotheses. Results: The findings revealed that transaction safety, customized service, and problem-solving ability of delivery service platforms had a significant positive effect on customer satisfaction, while online feedback did not have a direct significant effect. However, customer experience was found to mediate the relationship between delivery service platform characteristics and customer satisfaction. Online feedback, though not directly affecting customer satisfaction, significantly influenced it through customer experience. Implications: This study provides insights into how customer experience mediates the impact of various characteristics of delivery service platforms on customer satisfaction. By identifying product experience, moments of truth, result focus, and peace of mind as crucial elements, the study presents implications for customer experience management. The findings can be used to develop effective strategies to enhance customer satisfaction in delivery service platforms.
Lee et al. (Sat,) studied this question.