The consumers are becoming increasingly demanding and wanting with regard to their needs. In response to this, the suppliers should raise the level of service and meet the needs the customers require. These activities are related to the improvement of customer loyalty. In this study, service quality are divided into technical quality and functional quality, and customer loyalty is consisted of active loyalty and passive loyalty. Each variable are examined by empirical analysis. The result showed that active loyalty group identified functional and technical quality differently. And technical quality is higher than functional quality in the group. On the contrary passive loyalty group showed no difference between technical and functional quality because the survey results were not statistically meaningful. It is concluded that online supplies should try to provide goods and services according to the differences between each service quality and customer loyalty.

The consumers are becoming increasingly demanding and wanting with regard to their needs. In response to this, the suppliers should raise the level of service and meet the needs the customers require. These activities are related to the improvement of customer loyalty. In this study, service quality are divided into technical quality and functional quality, and customer loyalty is consisted of active loyalty and passive loyalty. Each variable are examined by empirical analysis. The result showed that active loyalty group identified functional and technical quality differently. And technical quality is higher than functional quality in the group. On the contrary passive loyalty group showed no difference between technical and functional quality because the survey results were not statistically meaningful. It is concluded that online supplies should try to provide goods and services according to the differences between each service quality and customer loyalty.

service quality, technical quality, functional quality, active loyalty, passive loyalty