The Relationship among Web Design, e-Satisfaction, e-Loyalty, and Customer Defection

웹디자인, e-만족, e-충성도, 고객이탈 간의 관계에 관한 연구

The purpose of this paper is to identify the relationship among five factors of web design, e-satisfaction, e-loyalty, and customer defection and provide the implications of marketing strategies in online shopping. The research findings are as follows: first, ease of use of web design affects positively e-satisfaction more than the other factors except financial security. Second, e-satisfaction affects positively e-loyalty. Third, e-satisfaction does not affect customer defection. Fourth, informativeness, styling, ease of use, and trust of web design affect indirectly e-loyalty by mediating e-satisfaction. Therefore, because there is a good circular relationship among web design, e-satisfaction, and e-loyalty, it is very important to enhance web design for customers. When customers satisfy highly with the factors of web design, e-loyalty is higher and customer defection is lower. Further, in a curriculum of web design it is needed to reflect the findings of this paper.