Proposal for ESG Management-based Delivery Platform Service Design Direction using the KANO Model - Focusing on Delivery Riders

Abstract

The two-wheeler-based delivery platform service industry proliferated in Korea after the COVID-19 pandemic but is now facing a growing number of environmental and social issues. Thus, there is a need for in-depth research on ESG management strategies in this sector from an integrated perspective. To view the Korean delivery platform service industry from the integrated perspective of ESG management and propose directions for improving the current delivery platform service, we utilized AHP and the Kano model, which is useful for assessing the value of user satisfaction with service functions. First, key factors suitable for the ESG management strategy of the delivery agency platform service industry were derived based on AHP methodology and stratified into 12 tiers 2 and 36 tiers 3 based on tier 1, environment (E), society (S), and governance (G). Priorities were the confirmed by relevant experts using a pairwise comparative survey. Based on the first core factor of the third tier, we derived a journey map by conducting in-depth interviews with delivery riders, connected experience factors of the core priorities of the ESG management strategy to systematize the experience value of each service journey, and constructed a Kano model survey for 15 service functions. Then, after surveying delivery riders, we suggest eight identified attractive features be applied to platform service designs.