서비스품질이 고객신뢰, 만족과 충성에 미치는 영향요인 분석연구

Abstract

The purpose of the study is to compare Korea Consumers’Internal online shopping with Chinese Consumers’Cross-Border e-Commerce by using Korea online shopping mall on the hypotaxis of Service Quality, Customer Trust, Satisfaction and Loyalty with SCM views. The proposed model in this study is based on Brady and Cronin's(2001) multi-level approaches. For sampling as a process for hypothesis verification, six hundred of questionnaires were given to customs who have experienced any purchase by using Korea Internet shopping malls in China Shanghai and Korea Busan. The answered data of 516 questionnaires were used. Also, the proposed theoretical model is estimated using structural equation modeling via Amos 21.0 program. The results of this paper are as follows: First, Service Quality exerts a direct positive effect on Customer Trust, Satisfaction. on the contrary Customer Trust has no significant effects on Satisfaction in both countries. Second, Customer Trust exerts a direct positive effect on Loyalty in Chinese Consumers on the other hand, it has no significant effects on Korea Consumers. Third, customer satisfaction exerts a direct positive effect on Loyalty. Based on the conclusions, Various suggestions are also presented.