초록 열기/닫기 버튼
본 연구는 인터넷 쇼핑몰의 서비스 품질차원이 고객만족과 충성도에 영향을 미치는 관계에 대 한 실증연구를 통해 인터넷 쇼핑몰에서 가장 중요하게 여겨지는 서비스 품질의 차원이 무엇인 지를 파악하고 고객만족이 충성도에, 고객만족과 충성도가 구매의도에 영향을 미치는 관계를 규명하였다. 그 결과, 서비스품질차원은 고객만족과 충성도에 영향을 미쳤지만 공감성은 기각 되었다. 고객만족이 충성도에 미치는 영향, 고객만족이 구매 의도에 미치는 영향 그리고 충성 도와 구매의도에 미치는 영향은 모두 채택되었다. 본 연구의 연구결과를 통해 인터넷 쇼핑몰 운영업체에 대한 시사점을 제공하였는데, 이를 통해 고객만족과 고객의 충성도를 높일 수 있 는 인터넷 쇼핑몰을 구축하고 운영하여야 할 것이다.
The purpose of this study is theoretically to identify the importance of service quality dimensions, and empirically to testa research model that attempts to explain how customer's perceptions of service quality dimensions influence the customer purchase intention. Results of this study show that; (1) four dimensions of service quality(tangibles, reliability, responsiveness, empathy except assurance) have positive relationships with customer satisfaction and customer loyalty, (2) customer satisfaction have positive relationships with customer loyalty, (3) customer satisfaction and customer loyalty have positive relationships with purchase intention Results of this research would provided the implications to the shopping mall's firms and must construct and operate internet shopping mall to enhance a customer satisfaction and loyalty of customer.
The purpose of this study is theoretically to identify the importance of service quality dimensions, and empirically to testa research model that attempts to explain how customer's perceptions of service quality dimensions influence the customer purchase intention. Results of this study show that; (1) four dimensions of service quality(tangibles, reliability, responsiveness, empathy except assurance) have positive relationships with customer satisfaction and customer loyalty, (2) customer satisfaction have positive relationships with customer loyalty, (3) customer satisfaction and customer loyalty have positive relationships with purchase intention Results of this research would provided the implications to the shopping mall's firms and must construct and operate internet shopping mall to enhance a customer satisfaction and loyalty of customer.
키워드열기/닫기 버튼
internet shopping mall, service quality, purchase intention, customer loyalty
