웹 사이트 유형에 따른 고객가치가 고객만족에 미치는 영향

Abstract

The Impact of Customer Value on Customer Satisfaction by Web Site Types

Park, Hyung-Min

Department of Information System, The Graduate School, Pukyong National University

Abstract

As information and communication technology develops rapidly, the businesses using web sites have increased exponentially. With this situation, the web site type becomes various and changed to the complicated form. The study on customer value and customer satisfaction is needed for the successful operation of the web sites that have various types and the complicated form. This study suggests the following four points. First, the measurement model of customer value that is applicable to web sites is suggested after investigating the previous researches on customer value synthetically. Second, the research model that includes customer value, customer satisfaction, loyalty, referrals, the causal relationship between loyalties is suggested and on the basis of this, the research hypotheses are set up. These hypotheses are confirmed through the analysis of surveys. Third, the effect of the customer value factors on customer satisfaction is compared and analysed by the web site types. Fourth, how to improve customer value to enhance customer satisfaction is suggested. The customer value of a web site is composed of utilitarian value, hedonic value and social value. Utilitarian value is subdivided into economy, convenience, rapidity and personalization factors. Hedonic value is subdivided into flow, aesthetics and adventure/exploration factors. Social value is subdivided into community, status enhancement and self-esteem factors. The common measurement model of customer value is composed of these ten factors. The four research models showing the causal relationship between factors are created: customer value and customer satisfaction, customer satisfaction and loyalty, customer satisfaction and referrals, and loyalty and referrals. In addition, fourteen research hypotheses are set up. The statistical analysis result of the surveys shows the following. First, the measurement model of web site customer value proves to be suitable. Second, economy and personalization factors of utilitarian value, the flow, aesthetics, adventure/exploration factors of hedonic value, and the community and self-esteem factors of social value have a significant positive influence on customer satisfaction. Third, customer satisfaction has a significant positive influence on loyalty and referrals. Fourth, loyalty has a significant positive influence on referrals. Fifth, the degree of influence of customer value on customer satisfaction is as follows in order: economy, personalization, aesthetics, self-esteem, flow, adventure/exploration, community. Sixth, the web sites are divided into four types: education, finance, shopping-mall, and entertainment site. And the effect of customer value on customer satisfaction by the web site types is compared and analysed, which demonstrates there are differences among the web site types. In education sites, economy, convenience, personalization, flow and aesthetics factors have a significant positive influence on customer satisfaction. In finance sites, economy, personalization, community and self-esteem factors have a significant positive influence on customer satisfaction. In shopping-mall sites, economy, personalization, aesthetics, adventure/exploration and self-esteem factors have a significant positive influence on customer satisfaction. In entertainment sites, economy, personalization, flow, aesthetics, community, status enhancement and adventure/exploration factors have a significant positive influence on customer satisfaction. Finally this study shows how to improve customer value to enhance customer satisfaction.

Key Words : customer value, utilitarian value, hedonic value, social value, customer satisfaction, loyalty, referrals