Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

The Effect of Information Service Quality on Customer Loyalty: A Customer Relationship Management Perspective

정보서비스품질이 고객로열티에 미치는 영향에 관한 연구: 고객관계관리 관점

  • 김형수 (한국과학기술원 (KAIST) 테크노경영연구소) ;
  • 김승하 (한국방송공사 (KBS) 경영본부) ;
  • 김영걸 (한국과학기술원 (KAIST) 경영대학)
  • Published : 2008.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

As managing customer relationship gets more important, companies are strengthening information service using multi-channels to their customers as a part of their customer relationship management (CRM) initiatives. It means companies are now accepting such information services not as simple information -delivering tools, but as strategic initiatives for acquiring and maintaining customer loyalty. In this paper, we attempt to validate whether or not such various information services would impact on organizational performance in terms of CRM strategy. More specifically, our research objective is to answer the next three questions: first, how to construct the instruments to measure not information quality but information service quality?; second, which attributes of information service quality can influence corporate image and customer loyalty?; finally, does each information service type have unique characteristics compared with others in terms of influencing corporate image and customer loyalty? With respect to providing answers to those questions, the previous studies had been limited in that those studies failed to consider the variety of types of information service or restricted the quality of information service to information quality. An appropriate research model answering the above questions should consider the fact that most companies are utilizing multi channels for their information services, and include the recent strategic information service such as customer online community. Moreover, since corporate information service could be regarded as a type of products or services delivered to customer, it is necessary to adopt the criteria for assessing customer's perceived value when to measure the quality of information service. Therefore, considering both multi-channels and multi-traits may enable us to tell the detailed causal routes showing which quality attributes of which information service would affect corporate image and customer loyalty. As information service channels, we include not only homepage and DM (direct mail), which are the most frequently applied information service channels, but also online community, which is getting more strategic importance in recent years. With respect to information service quality, we abstract information quality, convenience of information service, and timeliness of information service through a wide range of relevant literature reviews. As our dependant variables, we consider corporate image and customer loyalty that both of them are the critical determinants of organizational performance, and also attempt to grasp the relationship between the two constructs. We conducted a huge online survey at the homepage of one of representative dairy companies in Korea, and gathered 367 valid samples from 407 customers. The reliability and validity of our measurements were tested by using Cronbach's alpha coefficient and principal factor analysis respectively, and seven hypotheses were tested through performing correlation test and multiple regression analysis. The results from data analysis demonstrated that timeliness and convenience of homepage have positive effects on both corporate image and customer loyalty. In terms of DM, its' information quality was represented to influence both corporate image and customer loyalty, but we found its' convenience have a positive effect only on corporate image. With respect to online community, we found its timeliness contribute significantly both to corporate image and customer loyalty. Finally, as we expected, corporate image was revealed to provide a great influence to customer loyalty. This paper provides several academic and practical implications. Firstly, we think our research reinforces CRM literatures by developing the instruments for measuring information service quality. The previous relevant studies have mainly depended on the measurements of information quality or service quality which were developed independently. Secondly, the fact that we conducted our research in a real situation may enable academics and practitioners to understand the effects of information services more clearly. Finally, since our study involved three different types of information service which are most frequently applied in recent years, the results from our study might provide operational guidelines to the companies that are delivering their customers information by multi-channel. In other words, since we found that, in terms of customer loyalty, the key areas would be different from each other according to the types of information services, our analysis would help to make decisions such as selecting strengthening points or allocating resources by information service channels.

Keywords

References

  1. 고준, 김영걸, "Virtual community dynamics: a conceptual framework and empirical validation," 한국경영정보학회, 춘계학술대회, 2002, pp. 91-98
  2. 김명수, 안재현, 이영섭, "온라인 상에서의 고객 충성도에 영향을 미치는 요인에 관한 연구: 포탈 사이트를 중심으로," 경영정보학연구, Vol. 13, No. 1, 2003, pp. 171-195
  3. 김창수, 조은석, "e-CRM에 기반한 온라인 커뮤니티 사이트 활성화 모형: 방송사 사례를 중심으로," Information Systems Review, Vol. 6, No. 2, 2004, pp. 243-268
  4. 박유식, 한명희, "인터넷 쇼핑몰에서 위험 지각과 품질지각이 구매의도에 미치는 영향 - 보증신뢰성, 지각된 정보의 양 , 주관적 지식을 중심으로," 마케팅연구, Vol. 16, No. 1, 2001, pp. 59-84
  5. 이문규, "e-SERVQUAL: 인터넷 서비스품질의 소비자 평가 측정도구," 마케팅연구, Vol. 17, No. 1, 2002, pp. 73-95
  6. 주재훈, "온라인 비즈니스의 고객가치와 재구매 의도의 관계에 관한 실증연구," 경영정보학연구, Vol. 14, No. 4, 2004, pp. 1-22
  7. 채서일, 사회과학 조사방법론, 2판, 학현사, 2001
  8. Agustin, C. and Singh, J., "Curvilinear effects of Consumer Loyalty Determinants in Relational Exchange," Journal of Marketing Research, Vol. 42, No. 1, 2005, pp. 96-108 https://doi.org/10.1509/jmkr.42.1.96.56961
  9. Ahituv, N., "A Systematic Approach Toward Assessing the Value of an Information System," MIS Quaterly, Vol. 4, No. 4, 1980, pp. 61-75 https://doi.org/10.2307/248961
  10. Andreassen, T.A. and Lindestad, B., "Customer loyalty and complex services," International Journal of Service Industry Management, Vol. 9, No. 1, 1998, pp. 7-23 https://doi.org/10.1108/09564239810199923
  11. Andreassen, T. W. and Lanseng, E., "The principal's and agents' contribution to customer loyalty within an integrated service distribution channel: An external perspective," European journal of marketing, Vol. 31, No. 7/8, 1997, pp. 487-503 https://doi.org/10.1108/03090569710176637
  12. Bagozzi, R.P. and Yi, Y., "On the Evaluation of Structural Equation Models," Journal of the Academy of Marketing Science, Vol. 16, No. 1, 1988, pp. 74-94 https://doi.org/10.1007/BF02723327
  13. Bailey, J.E. and Pearson, S.W., "Development of a Tool of Measuring and Analyzing Conputer User Satisfaction," Management Science, Vol. 29, No. 5, 1983, pp. 530-545 https://doi.org/10.1287/mnsc.29.5.530
  14. Baldauf, A., Cravens, K.S. and Binder, G., "Performance Consequences of Brand Equity Management: Evidence from organizations in the value chain," Journal of Product & Brand Management, Vol. 12, No. 4, 2003, pp. 220-236 https://doi.org/10.1108/10610420310485032
  15. Baran, R.J., Galka, R.J. and Strunk, D. P., Principles of Customer Relationship Management, Ohio: Thomson South-Western, 2007
  16. Bloemer, J., Ruyter, Ko de. and Wetzels, Martin, "Linking perceived service quality and service loyalty: a multi-dimensional perspective," European Journal of Marketing, Vol. 33, No. 11/12, 1999, pp. 1082-1106 https://doi.org/10.1108/03090569910292285
  17. Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A., "A dynamic process model of service quality: from expectations to behavioral intentions," Journal of Marketing Research, Vol. 30, No. 1, 1993, pp. 7-27 https://doi.org/10.2307/3172510
  18. Cronin J.J. and Taylor, S.A., "Measuring service quality: a re-examination and extension," Journal of Marketing, Vol. 56, No. 3, 1992, pp. 55-68
  19. Delone, W. H. and Mclean, E.R., "Information System Success: The Quest for the Dependent Variables." Information System Research, Vol. 3, No. 1, 1992, pp. 60-95 https://doi.org/10.1287/isre.3.1.60
  20. Dwyer, F.R., Schurr, P.H. and Oh, S., "Developing buyer-seller relationships," Journal of Marketing, Vol. 51, No. 2, 1987, pp. 11-27 https://doi.org/10.2307/1251126
  21. Dyke, T.P., Kappelman, L.A. and Prybutok, V.R., "Measuring Information Systems Service Quality: Concerns on the Use of the SERVQUAL Questionnaire," MIS quarterly, Vol. 21, No. 2, 1997, pp. 195-208 https://doi.org/10.2307/249419
  22. Elliot, Maltz, "Is All Communication Created Equal ?; An Investigation into the Effects of Communication Mode on Perceived Information Quality," The Journal of product innovation management, Vol. 17, No. 2, 2000, pp. 110-127 https://doi.org/10.1016/S0737-6782(99)00030-2
  23. English, L.P., "Information Quality: Critical Ingredient for National Security," Journal of database management, Vol. 16, No. 1, 2005, pp. 18-32 https://doi.org/10.4018/jdm.2005010102
  24. Fornell, C. and Larcker, D.F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50 https://doi.org/10.2307/3151312
  25. Frazier, G.L., "Organizing and Managing Channels of Distribution," Journal of Academy of Marketing Science, Vol. 27, No. 2, 1999, pp. 226-240 https://doi.org/10.1177/0092070399272007
  26. Hallowell, R., "The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study," International Journal of Service Industry Management, Vol. 7, No. 4, 1996, pp. 27-42 https://doi.org/10.1108/09564239610129931
  27. Heskett, J.L, Jones, T.O., Loveman, G.W., Sasser, W.E. Jr. and Schlesinger, L.A. "Putting the service-profit chain to work," Harvard business review, Vol. 72, No. 2, 1994
  28. Iivari, J. and Koskela E., "The PIOCO Model for Information, System Design," MIS Qualrterly, Vol. 11, No. 3, 1987, pp. 401-419 https://doi.org/10.2307/248688
  29. Joshi, K. and Rai, A., "Impact of the quality of information products on information system users; job satisfaction: an empirical investigation," Information systems journal, Vol. 10, No. 4, 2000, pp. 323-345 https://doi.org/10.1046/j.1365-2575.2000.00087.x
  30. Keller, K. L., "Conceptualizing, measuring, and managing customer based equity," Journal of Marketing, Vol. 57, No. 1, 1993, pp. 1-22
  31. Kettinger, W.J. and Lee, C.C., "Perceived Service Quality and User Satisfaction with the Information Services Function," Decision sciences, Vol. 25, No. 5/6, 1994. pp. 737-752 https://doi.org/10.1111/j.1540-5915.1994.tb01868.x
  32. Kettinger, W.J. and Lee, C.C., "Zones of Tolerance: Alternative Scales for Measuring Information Systems Service Quality," MIS quarterly, Vol. 29, No. 4, 2005, pp. 607-624 https://doi.org/10.2307/25148702
  33. King, W.R. and Epstein, B.J., "Assessing Information System Value," Decision Science, Vol. 14, No. 1, 1983, pp. 34-45 https://doi.org/10.1111/j.1540-5915.1983.tb00167.x
  34. Kumar, V. and Reinartz, W.J., Customer Relationship Management: A Databased Approach, New Jersey, John Wiley and Sons, 2006, pp. 282-284
  35. Lee, B.A. and Zeiss, C.A., "Behavioral commitment to the role of sport consumer: an exploratory analysis," Sociology and Social Research, Vol. 64, No. 3, 1980, pp. 405-419
  36. Lee, Y.W., Strong, D.M., Kahn, B.K. and Wang, R.Y., "AIMQ: a methodology for information quality assessment," Information & management, Vol. 40 No. 2, 2002, pp. 133-146 https://doi.org/10.1016/S0378-7206(02)00043-5
  37. Li, S. and Lin, B., "Accessing information sharing and information quality in supply chain management," Decision support systems, Vol. 42, No. 3, 2006, pp. 1641-1656 https://doi.org/10.1016/j.dss.2006.02.011
  38. Lynch, J. and Ariely, D., "Wine online: search costs and competition on price, quality, and distribution," Marketing Science, Vol. 19, No. 1, 2000, pp. 83-103 https://doi.org/10.1287/mksc.19.1.83.15183
  39. Markus, H., "Self-schemata and processing information in the self," Journal of Personality and Social Psychology, Vol. 35, No. 1, 1977, pp. 63-78 https://doi.org/10.1037/0022-3514.35.2.63
  40. Negash, S., Ryan, T. and Igbaria, M., "Quality and effectiveness in Web-based customer support systems," Information & management, Vol. 40, No. 8, 2003, pp. 757-768 https://doi.org/10.1016/S0378-7206(02)00101-5
  41. Netemeyer, R.G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., and Wirth, F. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Vol. 57, No. 2, 2004, pp. 209- 224 https://doi.org/10.1016/S0148-2963(01)00303-4
  42. Newman, J. and Werbel, R., "Multivariate analysis of brand loyalty for major household appliance," Journal of Marketing Research, Vol. 10, No. 4, 1973, pp. 404-409 https://doi.org/10.2307/3149388
  43. Oliver, R. L., Satisfaction: A Behavioral Perspective in the consumer, Boston: Irwin McGraw-Hill, 1997
  44. O'Reilly III, C.A., "Variations in Decision Makers' Use of Information Sources: The Impact of Quality and Accessibility of Information," Academy of Management journal, Vol. 25, No. 4, 1982, pp. 756-771 https://doi.org/10.2307/256097
  45. Paas, L., "Test designs for evaluating the effectiveness of mail packs," Journal of Database Marketing, Vol. 9, No. 2, 2002, pp. 163-169 https://doi.org/10.1057/palgrave.jdm.3240072
  46. Parasuraman, A., Zeithaml, V.A. and Berry, L.L., "SEREVQUAL: a multiple-item scale for measuring consumer perceptions of service quality," Journal of Retailing, Vol. 67, No. 4, 1988, pp. 420-450
  47. Peterson, R.A., Balasubramanian, S. and Bronnenberg, B.J., "Exploring the implications of the internet for consumer marketing," Journal of the Academy of Management Science, Vol. 25, No. 4, 1997, pp. 329-346 https://doi.org/10.1177/0092070397254005
  48. Pitt, L.F., Watson, R.T. and Kavan, C.B., "Measuring Information Systems Service Quality: Concerns for a Complete Canvas," MIS quarterly, Vol. 21, No. 2, 1997, pp. 209-221 https://doi.org/10.2307/249420
  49. Raghunathan, S., "Impact of information quality and decision-maker quality on decision quality: a theoretical model and simulation analysis," Decision support systems, Vol. 26, No. 4, 1999, pp. 275-286 https://doi.org/10.1016/S0167-9236(99)00060-3
  50. Reichheld, F.F., "Loyalty-based management," Harvard Business Review, Vol. 71, No.2, 1993, pp. 64-73
  51. Reynolds, K.E. and Arnold, M.J., "Customer loyalty to the salesperson and the store: Examining Relationship customers in an Upscale Retail Context," Journal of Personal Selling & Sales Management, Vol. 20, No. 2, 2000, pp. 89-98
  52. Rust, R.T., Zeithaml, V.A. and Lemon, K.N ., Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy, New York: The Free Press, 2000
  53. Ryals, L. and Knox, S., "Cross-Functional Issues in the implementation of Relationship Marketing Through Customer Relationship Management," European Management Journal, Vol. 19, No. 5, 2001, pp. 534-542 https://doi.org/10.1016/S0263-2373(01)00067-6
  54. Salaun, Y., Flores, K., "Information quality:- meeting the needs of the consumer," International journal of information management, Vol. 21, No. 1, 2001, pp. 21-37 https://doi.org/10.1016/S0268-4012(00)00048-7
  55. Selnes, F., "An examination of the effect of product performance of brand reputation, satisfaction and loyalty," European Journal of Marketing, Vol. 27, No. 9, 1993, pp. 19-35
  56. Watson, R.T., Pitt, L.F. and Kavan, C.B., "Measuring Information Systems Service Quality: Lessons from Two Longitudinal Case Studies," MIS quarterly, Vol. 22, No. 1, 1998, pp. 61-79 https://doi.org/10.2307/249678
  57. Xu, H. and Koronios, A., "Understanding Information Quality in e-Business," The Journal of Computer Information Systems, Vol. 45, No. 2, 2005, pp. 73-82
  58. Yang, Z., Cai, S., Zhou, Z. and Zhou, N., "Development and validation of an instrument to measure user perceived service quality of information presenting Web portals," Information & management, Vol. 42, No. 4, 2005, pp. 575-589 https://doi.org/10.1016/S0378-7206(04)00073-4
  59. Zeithaml V.A., "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, Vol. 52, No. 3, 1988, pp. 2-22 https://doi.org/10.2307/1251446
  60. Zeithaml V.A., Parasuraman, A. and Berry, L.L. Delivering Quality Service Balancing Customer Perceptions and Expectations, The Free Press, New York, NY, 1990
  61. Zeithaml. V.A., Berry, L.L. and Parasuraman, A., "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60, No. 2, 1996, pp. 31-46
  62. Zettelmeyer, F., "Expanding to the Internet: pricing and communications strategies when firms compete on multiple channels," Journal of Marketing Research, Vol. 37, No. 3, 2000, pp. 292-308 https://doi.org/10.1509/jmkr.37.3.292.18777
  63. Zhu, F.X., Wymer, W. and Chen, I., "ITbased services and service quality in consumer banking," International journal of service industry management, Vol. 13, No. 1, 2002, pp. 69-90 https://doi.org/10.1108/09564230210421164