온라인 쇼핑몰 구매환경에서 온라인 서비스 품질, 만족과 신뢰가 온라인 고객충성도에 미치는 영향에 관한 연구

Abstract

Purpose: This study examines the relationships among e-service quality, e-trust, e-satisfaction and e-loyalty and their effects each other in online shopping malls. It is to in depth explain how to build customer loyalty and keep long-term relationships between online customers and online service providers and to provide strategic implications. Research design, data, and methodology: The current study reviewed literature related to e-service quality, e-trust, e-satisfaction and e-loyalty in order to develope a research model and hypotheses. The measurement items from the previous studies were derived to measure the four factors and web-based questionnaire was used to collect data, which was followed by statistical analyses to test hypotheses. Results: The statistical analyses presented relationships between the four factors and the effects of e-service quality, e-trust, and e-satisfaction on e-loyalty. In particular, the role of e-satisfaction and e-trust was found as a mediating variable of the relationship of e-service quality on e-loyalty. Conclusions: All the hypotheses developed in the study were supported. This study reveals interesting implications in the mediating role of e-trust and the effect of e-service quality on the three factors to build the long-term relationship with customers in a retailing industry and the online context. As well, this work provides managers a diagnostic indicator to manage their online channel and formulate successful online marketing strategies.