인터넷 쇼핑몰에서 서비스 품질 지각이 만족과 신뢰에 미치는 영향

Abstract

This study was intended to investigate the impact of service quality in terms of the purchase stage at internet shopping mall on customer satisfaction and trust. The data obtained from 287 customers with internet shopping mall experiences were surveyed and collected during 2009. 10 for the study. The data were analyzed using a structural equation model. The results of this study can be summarized as follows. First, the service qualities both at searching service stage and at delivery service stage affect customer satisfaction and trust positively. Second, the service qualities both at ordering/paying service stage and at post-purchasing service stage do not affect customer satisfaction and trust positively. Third, we find the customer satisfaction affects trust positively. Finally, some theoretical and managerial implications of these findings and the future research directions are discussed.