본 연구는 인터넷비즈니스 서비스지향적 디지털 기술(service-oriented digital technology)과 성과(고객애호도)간의 관계에 있어서 전반적 서비스품질, 고객만족 변수의 매개적 역할을 검증하고, 서비스지향적 디지털 기술이 이러한 매개변수를 통해 성과(고객애호도)로 연결될지를 검정하였다. 검정결과는 다음과 같다. 첫째, 서비스지향적 디지털 기술은 전반적 서비스품질, 고객만족에 직접적이고 유의적인 영향을 미친다는 것이다. 서비스지향적 디지털 기술이 직접적으로 성과변수인 고객애호도에 영향을 미치지는 못하지만 전반적 서비스품질과 고객만족의 경로를 통해 간접적으로 영향을 미치는 것으로 나타났다. 둘째, 서비스지향적 디지털 기술의 중요성뿐만 아니라 서비스지향적 디지털 기술이 기업성과로 연결되어지기 위해서는 전반적 서비스품질과 고객만족의 매개적 역할이 중요하다는 것이 실증되어졌다. 본 연구모형의 주요 경로는 서비스지향적 디지털 기술-> 지각된 전반적 서비스품질-> 고객만족-> 고객애호도인 것으로 나타났다. 이는 서비스지향적 디지털 기술뿐만 아니라 고객이 지각하는 전반적 서비스품질과 고객만족의 측정 및 관리가 중요하다는 것을 시사해 주고 있다. 즉 성공적인 디지털 기술의 이용은 디지털 기술의 결정요인과 더불어 매개적인 역할을 하는 서비스품질과 고객만족의 관리가 중요하다는 것을 말해 주고 있다.

Due the change in the digital environments, service offerings on the off-line differ from ones on the on-line. This study identifies what factors should internet business organizations obtain for successful on-line services and tests whether these factors effectively lead to the expected performance of internet business organizations. To thiss purpose this paper formulates and empirical path model. The factors constructing service-oriented digital technology of the internet business organizations are personalization, effectiveness service recovery(justice), flow, interactivity, and perceived ease of use. These determinants should be incorporated in the policies, conventions, and procedures of internet organizations to create and provide excellent internet services. Furthermore, it is clrear that service-oriented digital technology has a significant, and direct effect on satisfaction of customers and perceived quality of internet service. The service-oriented digital technology is also a critical factor in the on-line service organizations and, further, it is important for successful internet business to incorporate it in every part of organization activities. It is also shown that the important contributing factors between service-oriented digital technology and its performance(customer loyalty) are the perceived quality of internet service and customer satisfaction. That is, service orientation could be led to corporate performance when customers are satisfied after confirming the perceived quality of internet service by visiting the web-site. The effcient policy making will be if possible if such factors are reflected.

Due the change in the digital environments, service offerings on the off-line differ from ones on the on-line. This study identifies what factors should internet business organizations obtain for successful on-line services and tests whether these factors effectively lead to the expected performance of internet business organizations. To thiss purpose this paper formulates and empirical path model. The factors constructing service-oriented digital technology of the internet business organizations are personalization, effectiveness service recovery(justice), flow, interactivity, and perceived ease of use. These determinants should be incorporated in the policies, conventions, and procedures of internet organizations to create and provide excellent internet services. Furthermore, it is clrear that service-oriented digital technology has a significant, and direct effect on satisfaction of customers and perceived quality of internet service. The service-oriented digital technology is also a critical factor in the on-line service organizations and, further, it is important for successful internet business to incorporate it in every part of organization activities. It is also shown that the important contributing factors between service-oriented digital technology and its performance(customer loyalty) are the perceived quality of internet service and customer satisfaction. That is, service orientation could be led to corporate performance when customers are satisfied after confirming the perceived quality of internet service by visiting the web-site. The effcient policy making will be if possible if such factors are reflected.

service-oriented technology, service encounter, service satisfaction, perceive quality, customer loyalty