초록 열기/닫기 버튼
An Empirical Study on Customer Royalty of Foreign Electronic Business Transaction Web SiteSoon-Kwean ChaThis study empirically pursued the determinant factors of Customer Royalty on the major on-off company's private foreign electronic business transaction web sites such as amazon, dell computer etc. which provide only their own products to sell directly using by network to all over the world online customer through path analysis, SPSS10.0 and Amos4 program. The purpose of this study, then, is to provide effective customer royalty factors to domestic companies which possess neck of experience about the operation of online international business trade web site to set-up it more efficiently. The result of this study imply the following facts. Firstly, service quality and customer satisfaction affect to customer royalty. Secondly, switching barrier affects less influence to customer royalty than service quality and customer satisfaction. Because it's own characteristic of online commercial transaction like the lowest of site switching cost and easier entry of competitors that can lead intensive competition ultimately. To overcome this matter, company must need some strategies like price reducing and differentiation reinforcement to enhance the value of site. Thirdly, company also needs aggressive customer response and contracts long-term positive relationship with their customer to increase customer royalty. Finally, technical factor was not an effective factor to customer royalty, because the foreign web sites which have been used by the respondent of this study has almost same technical level and user interface.
키워드열기/닫기 버튼
Foreign Electronic Business Transaction Web Site, Customer Royalty, Customer Satisfaction, Service Quality, Switching Barrier.
