Consumer Agency: Dawn Delivery Satisfaction Ranked Coupang, SSG.com, Market Kurly

Consumer Complaint No.1 'Delivery Delay'... "Need to Reduce Excessive Packaging"

Consumer Satisfaction with Dawn Delivery Service.

[Asia Economy Reporter Lim Chun-han] As the dawn delivery market is rapidly growing due to changes in consumption patterns caused by COVID-19, consumer satisfaction with Coupang was found to be the highest.

On the 24th, the Consumer Agency announced that a survey on overall consumer satisfaction was conducted targeting 1,200 users who have experience with the top three dawn delivery companies with high consumer usage rates?Market Kurly, Coupang, and SSG.com?and the results showed this.

In this survey conducted online from October 15 to 20 last year, Coupang (Rocket Fresh) scored 3.81 out of 5 in overall satisfaction, higher than SSG.com (SSG Dawn Delivery) with 3.76 points and Market Kurly (Saetbyeol Delivery) with 3.72 points. Among the six evaluation categories, Coupang received the highest scores in four areas: service quality, overall satisfaction, satisfaction compared to expectations, and satisfaction compared to anomalies. SSG.com scored highest in service product evaluation and service experience categories.

Regarding areas for improvement in these companies' services, the largest portion of respondents, 24.1%, pointed out that 'excessive packaging should be reduced.' Next were 'the free shipping threshold should be lowered' (19.4%), 'attention should be paid to stocking products to avoid out-of-stock items' (13.3%), and 'product prices should be lowered' (11.1%). Notably, 30.8% of Coupang users and 26.5% of Market Kurly users cited excessive packaging as an area for improvement.

Types of Consumer Complaints Related to Early Morning Delivery.

The Consumer Agency analyzed 144 consumer complaints related to dawn delivery received by the 1372 Consumer Counseling Center from January 2018 to September last year, finding that 'delivery delays' were the most frequent with 31 cases (21.5%). Other major issues included 'quality defects' (18.1%), 'wrong delivery' (15.3%), and 'missing ordered items' (10.4%).

The Consumer Agency also conducted a product information provision status survey on six dawn delivery online shopping malls, including the top three companies by consumer usage and Oasis Market, Hello Nature, and Hyundai Food Hall. The survey found that five companies, excluding Oasis Market, did not specify concrete compensation standards for cases exceeding the agreed delivery deadline.

Additionally, among 300 food products across five categories?vegetables & salads, meat, dairy products, frozen processed foods, and bakery/snacks?only 122 products (40.7%) displayed expiration dates or manufacturing dates, falling short of half. Products indicating packaging unit capacity, quantity, or size were at about 87.7%. When telecommunication sales operators sell products, they must display, advertise, or notify product information by category according to relevant regulations. In particular, under the Livestock Products Sanitary Control Act, beef must display its grade, but among 24 applicable products, 8 (33.3%) did not display it.