In this study, the relationship between the selection attributes of Meal-kit on brand image, customer satisfaction, and brand loyalty, and the brand image on this effect, the mediating effect of customer satisfaction, and the moderating effect of QR code were studied. To this end, we looked into of instant and convenient food, Meal-kit selection attributes, brand image, customer satisfaction, brand loyalty, QR code definition, and components. The hypothesis were established by designating the Meal-kit selection attributes as an independent variable, brand image, customer satisfaction, and brand loyalty as dependent variables, brand image, customer satisfaction as mediating effect, and QR code as moderating effect. In this study, a survey was conducted on adult men and women living in the metropolitan area over the age of 18, and a total of 430 questionnaires was distributed and 417 copies were collected. Among them, the research results were analyzed based on a total of 410 copies, excluding 7 copies of the questionnaire that were found to be unfaithful or inappropriate to be used in the study. To test the hypothesis established in this study, the SPSS 27.0 statistical package program was used and analyzed, and reliability analysis was conducted by correlation analysis to verify the reliability of variables. In addition, 3-step regression analysis and hierarchical regression analysis were performed to find out the direct and indirect effects between variables.
First, as a result of examining the Meal-kit selection attributes, brand image, customer satisfaction, brand loyalty, and average level of QR codes, most of them showed an average value of 3.50 or higher. In particular, the average value of brand image, customer satisfaction, and brand loyalty were high, indicating that satisfaction with the Meal-kit selection attribute leads to brand image, customer satisfaction, brand loyalty, and QR code.
Second, it was found that only price and packaging factors among the Meal-kit selection attributes had a significant positive (+) effect on the brand image. This means that consumers evaluate products at reasonable prices, cannot view and select the contents of the products, leading to product selection through external packaging images.
Third, it was found that price, convenience, and packaging factors among the Meal-kit selection attributes had a significant positive (+) effect on customer satisfaction. This means that most consumers recognize that the taste and quality that can be derived through a Meal-kit are generally similar.
Fourth, it was found that price and packaging factors among the Meal-kit selection attributes had a significant positive (+) effect on brand loyalty.
Fifth, it was found that the brand image had a significant positive (+) effect on customer satisfaction. This means that the better the perception of the brand image, the higher the customer satisfaction.
Sixth, it was found that the brand image had a significant positive (+) effect on brand loyalty. This means that the better the perception of the brand image, the higher the brand loyalty.
Seventh, it was found that customer satisfaction had a significant positive (+) effect on brand loyalty. This means that the higher the customer satisfaction, the higher the brand loyalty.
Eighth, in the relationship between the Meal-kit selection attributes and brand loyalty, both brand image and customer satisfaction were found to have mediating effects only on price and packaging factors.
Ninth, it was found that QR codes had a moderating effect only on price factors in the relationship between the Meal-kit selection attributes and brand loyalty. This can be attributed to obtaining information such as the cooking method, ingredients, and price of the Meal-kit through the QR code.
This study is meaningful in that it is a systematic study that presents objective results through empirical analysis of the contents of QR codes that provide information on Meal-kit cooking methods and ingredients along with a Meal-kit selection attributes, brand image, brand loyalty, and customer satisfaction. In order to establish a brand image in the Meal-kit market and continue to generate profits through loyalty to the Meal-kit brand, reasonable prices that consumers can accept are needed. In addition, unlike other products, it is important to differentiate them from other products by using colors and images that stand out or represent brands. Of course, taste, quality, and easy recipes that determine the quality level of Meal-kit products are important, but they are primarily important in presenting practical implications reflecting consumers'' needs through packaging design, material packaging, and proper price calculation.
Finally, if we study the convenience of QR codes due to the daily use of smart phones and how consumers can use new experiences in the shopping process, it will lead to improved purchase of products by securing expertise, reliability, and differentiation in Meal-kit products.