earticle

영어

This study focuses the type of online shopping malls on e-Service quality that influences customer satisfaction and site loyalty intention. The study is particularly interested in providing insights for marketing scholars when they penetrate online shopping malls. In so doing, the current study reviews relevant previous work, establishes research hypotheses, collects research data sets, analyses a proposed model, and provides implications. First, e-Service quality was identified by two qualities, process quality and outcome quality. In this study, process quality is composed of ease of use, privacy, and design. Similarly, outcome quality is composed of order condition and order accuracy. Until now, e-Service quality has been evaluated by various factors, but, a better understanding of the service quality→customer satisfaction→loyalty link is essential for providing a systematic approach. Second, in the context of online open market, there is no relationship between process quality and outcome quality. but, interestingly, in the context of individual shopping malls, process quality is more likely to influence satisfaction and loyalty than outcome quality. Third, e-Service quality did not directly affect site loyalty intention and fourth, customer satisfaction had a positive influence on site loyalty intention in both open markets and individual shopping malls. Further implications are useful for a complete understanding of the proposed model as follows. First, online shopping mall marketers should work harder about site design, privacy, and site easy of use for improving customers' satisfaction and maintenance. Second, when customers purchase any product at open markets, marketers must consider order condition and order accuracy carefully. Third, individual shopping malls could put their effort and costs for customers' better convenience. Finally, both open markets and individual shopping malls have to communicate their customers with great information.

한국어

온라인 서비스품질과 만족 그리고 애호도에 대한 많은 연구가 이루어졌으나, 온라인 쇼핑몰의 유형(오픈마켓과 개별쇼핑몰)에 따라 e-Service 품질이 고객만족과 사이트애호도에 어떠한 영향을 주는가에 대한 연구는 상당히 제한적이었다. 이와 같은 현상을 바탕으로, 본 연구는 온라인 쇼핑몰의 유형에 따른 e-Service 품질에 대한 고객만족과 사이트애호도가 어떻게 차이가 나는지에 대한 실증분석에 연구의 목적을 둔다. 연구결과, 첫째, 오픈마켓에서는 e-Service 품질을 구성하는 과정품질이 결과품질보다 고객만족에 주는 임팩트가 별로 차이가 없는 결과가 나타났지만, 개별쇼핑몰의 경우 과정품질이 결과품질보다 고객만족에 주는 임팩트가 상대적으로 훨씬 더 크게 나타났다. 둘째, e-Service 품질의 각 차원인 과정품질과 결과품질은 직접적으로 사이트애호도에 영향을 주지 않는 것으로 나타났다. 셋째, 오픈마켓과 개별쇼핑몰에서의 고객만족과 사이트애호도와의 관계는 모두 긍정적인 영향을 미치는 것으로 나타났다. 위의 결과를 바탕으로 연구자들은 이론적인 측면과 실무적인 시사점, 그리고 향후 연구의 방향을 체계적으로 제시한다.