Effects of Cold Chain Logistics of Fresh Foods Service Quality on Users: The Adjustment Effect of Usage Frequency

Cold chain is an important issue to increase the satisfaction of service users, and it is necessary to advance the cold chain fresh food transportation service centered on consumer needs in the era of user-centered food business. In order to lay the foundation for strengthening competitiveness in the expanding food market in Korea, it is important to move toward improving it through analysis of the quality of domestic food cold chain transportation services, and there is a need for an analysis study of domestic service users who have recently experienced the cold chain fresh food transportation service. This study conducted a hierarchical regression analysis to verify the effect of the quality of cold chain fresh food transport service on the service user's intention to continue using it and the moderating effect according to the frequency of use. As a result of the analysis, it was confirmed that the service quality factor that had the greatest effect on the continuous use of the cold chain fresh food transport service was reliability and empathy that had a great influence on the continuous use intention after reliability, which was an important service quality in the cold chain fresh food transport service. Next, economic feasibility had a significant effect on continuous use, but its importance was relatively low, and finally, in the case of convenience, it was found to be an important effect for service users with high frequency of use. This suggests that reliability, empathy, and economy are more important than convenience for service users with low frequency of use, but convenience is more important as they use it more often.