[논문]스마트폰 쇼핑몰의 서비스품질이 고객만족, 신뢰, 행동의도에 미치는 영향

양승권; 심재현

doi:10.13106/ijidb.2018.vol9.no12.31.

스마트폰 쇼핑몰의 서비스품질이 고객만족, 신뢰, 행동의도에 미치는 영향
The Effects of Service Qualities on Customer Satisfaction, Trust, and Behavioral Intention in Smartphone Shopping Malls 원문보기

International journal of industrial distribution & business = 산경연구논집, v.9 no.12, 2018년, pp.31 - 43

양승권 (Dept. of Tax & Accounting, Seoil University) , 심재현 (Dept. of Economics, Kyonggi University)

Abstract ▼ AI-Helper

Purpose - Smartphone shopping malls provide customers with a variety of tangible and intangible services including web sites, web design, use convenience, information for products and shopping and various after services. Accordingly, it is needed to expand and classify service qualities based on the various services provided by smartphone shopping malls, and then analyze path structures of smartphone shopping malls' qualities → customer satisfaction → behavioral intention. The purpose of this study is to categorize the qualities of smartphone shopping mall users based on the e-SERVQUAL by Lee(2002) and the SERVQUAL by Parasuraman et al.(1988, 2005), the smartphone shopping malls' service qualities based on service quality of smartphone shopping malls used in the previous use studies, and the Website quality factors of service industry and to analyze path structure of smartphone shopping mall's qualities → customer satisfaction → behavioral intention on college students in order to confirm the system of smartphone shopping malls' qualities. Research design, data, and methodology - This study's survey was carried out on the college students of university located in northeastern of Seoul. It was from December 7 - 15, 2017, and a total of 240 questionnaires were distributed, with 228 collected. Of them, effective questionnaires used in the final study were a total of 201 except 27 that couldn't be used. In this study, empirical analysis was done with factor analysis, correlation analysis, multiple regression analysis, simple multiple regression analysis and moderating regression analysis by using Statistics Package SPSS18.0. Results - The study results are as follows: First, smartphone shopping malls' qualities were classified into six categories like customer system quality, Web design quality, convenience quality, information-offering quality, service quality, and product quality. Second, it showed that system quality, Web design quality, and information-offering quality had a positive impact on customer satisfaction, respectively. Third, it suggested that quality factors of smartphone shopping mall users had a positive impact on customer satisfaction in the order of quality, information-offering quality, system quality and Web design quality. Finally, it showed that customer service quality, product quality, and convenience quality did not have a positive impact on customer satisfaction. In addition, it said that customer satisfaction of smartphone shopping mall users had a positive impact on behavioral intention and thereby, the higher the customer satisfaction was, the higher the relations between reuse intention and recommendation intention were. Meanwhile, moderating regression analysis showed that trust did not have moderating effect in the relations between customer satisfaction and behavioral intention. The above study revealed that smartphone shopping malls' qualities were classified into six categories and it was possible to generalize after empirical analysis was made in the path structure. Conclusions - Smartphone shopping mall users consider usefulness of obtaining shopping information and quality on quick and abundant shopping information more important than access environment of smartphone shopping malls and kind services of smartphone shopping mall managers. Thereby, smartphone shopping mall marketers need to take service qualities like system quality and information-offering quality into more consideration.

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질의응답

핵심어	질문	논문에서 추출한 답변
	고객만족이란 무엇인가?	고객만족은 상품이나 서비스의 품질에 대한 기대가 충족되어 나타나는 감정상태로 재구입의 가능성을 높여 상품에 대한 충성도까지 이르게 되는 상태를 말한다. 특히 서비스산업을 대상으로 하는 국내외의 고객만족에 대한 기존연구는 고객만족이 Parasuraman et al.
	온라인 거래와 오프라인 거래의 차이점은 무엇인가?	온라인 거래는 오프라인 거래와 달리 공급자에 의해 제공된 정보와 사이트에 진열된 상품을 보고 구매의사결정을 하는 교환이기 때문에 소비자는 공급자에 대한 호의적인 기대에 근거한 믿음인 신뢰(trust)를 통해 보다 긍정적인 구매 결정을 하게 성립된다.
	구매 후 평가로 긍정 행동이 보일때 나타나는 현상은 무엇인가?	상품의 다양한 품질을 경험한 소비자는 자신의 기대와 일치할 때 고객만족을 하면 구매 후 평가로 긍정 행동을 보이게 된다. 이러한 긍정적 행동은 구매 상품에 대해 재구입할 수 있는 의도를 가질 수 있게 하고 반복된 재구입 행동은 구입한 상품에 대한 충성도로 나타나 타인에게 추천하는 구전의도로 나타나게 된다.

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