The Effect of the Characteristics of the Social Commerce's Buyer on the Customer Satisfaction and Loyalty

The new sales method of social commerce in food service market is growing steadily. Over 50 percent of the social commerce market is food service product. Food service companies are using social commerce, which is discount sales, as a marketing tool. There are many food service companies using social commerce as a sales and marketing tool. However, little research has investigated food service customers. Thus, this study suggests how food service customer's purchasing factor affects customer's satisfaction and loyalty of the supplier and business operator. Social commerce's purchasing characteristic factors are selected based on a previous study. Purchasing factor is divided into supplier and business operator side and the impact of the relationships between its subordinate factors (price discount, offering diversity, mutual action, brand intimacy) and customer's satisfaction is analyzed. As a result, price discount and brand intimacy show higher results. Offering diversity and brand intimacy of purchasing factor on business operator side shows a higher impact on the relationship between loyalty and ?? (Ed'the relationship between A and B'; what is B?). The study implications are as follows. The food service industry should establish different marketing strategies to apply social commerce and compare with social commerce business operators, because the actual place where customers use food service is food service restaurants and not just social commerce websites.