Changes in Global Business Strategies in the Fourth Industrial Revolution: Focusing on iBeacon Service of Starbucks

초록

Purpose-This study empirically investigates the integration of E-SERVCON and the Expectation Confirmation Model (ECM) to evaluate the continuance intention of iBeacon-based Siren Order services in global business strategies. It specifically examines the service convenience dimensions and their impact on customer satisfaction, perceived usefulness, and continuance intention. Design/Methodology-A survey-based approach was employed, collecting data from 376 valid responses. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted to analyze the relationships among E-SERVCON dimensions (access, decision, transaction, benefit, and post-benefit convenience) and ECM constructs (confirmation, perceived usefulness, satisfaction, and continuance intention). Findings-The results show that access, decision, transaction, and benefit convenience significantly influence expectation confirmation, affecting perceived usefulness, satisfaction, and continuance intention. However, post-benefit convenience does not significantly impact expectation confirmation. Satisfaction and perceived usefulness play pivotal roles in shaping continuance intention, with satisfaction exhibiting a stronger effect. Originality/value-This study is the first to integrate E-SERVCON and ECM frameworks in the context of iBeacon technology. It advances service convenience theory by incorporating customer expectation and satisfaction metrics, offering practical insights for international firms using proximity-based marketing strategies to enhance customer retention.

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