Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Study on the influence of e-Service Quality of Internet Open-Market as Perceived Value, Customer Satisfaction and e-Loyalty

인터넷 오픈마켓의 e-서비스 품질이 지각된 가치, 고객만족 및 e-충성도에 마치는 영향에 관한 연구

  • Received : 2010.10.04
  • Accepted : 2010.11.29
  • Published : 2010.12.30
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Abstract

Competition in Internet open-market has become fiercer as much for its growth possibility in differentiating from the general commercial market. For this reason, internet open-market entrepreneurs should make effective strategy in improving customers' e-loyalty to survive in the highly competitive internet open-market as in off-line market and to aim for growth through constant profit making. To satisfy with the goal, this study has been performed as the empirical research that confirms to the influence and relationship of e-service quality affected on the perceived value, customer satisfaction and e-loyalty. This is based on the result that e-service quality affected on e-loyalty for internet open-market. The research results are shown as follows; first, all factors including the perceived value and customer satisfaction, except possibility of system use, have the effect of e-service quality. Second, the perceived value between measurements affects significantly on customer satisfaction. And third, the perceive value and the customer satisfaction are a1so meaningfully influential to e-loyalty. The result presents important point that entrepreneurs in Internet open-market need to do their best to maintain in making profits for the future by improving the customers' e-loyalty and securing customers with high loyalty via continually revealing new influential factors on e-service quality, perceived value, and customer satisfaction.

인터넷 오픈마켓은 가능성만큼이나 일반 상거래 시장과 차별을 보이며 급격한 성장과 더불어 경쟁이 치열해지고 있다. 이에 따라 인터넷 오픈마켓 기업들은 오프라인 기업과 마찬가지로 경쟁이 치열한 인터넷 오픈마켓 시장에서 생존하고, 나아가 지속적인 이익창출을 통한 성장을 도모하기 위해 소비자들의 e-충성도를 높이기 위한 전략을 수립할 필요가 있다. 이를 위해 본 논문에서는 인터넷 오픈마켓에 대하여 e-서비스 품질이 e-충성도에 영향을 미친다는 결과들을 바탕으로 e-서비스 품질이 지각된 가치, 고객만족 및 e-충성도에 미치는 영향과 그 관계를 확인하는 실증적 연구를 수행하였다. 연구결과 첫째, e-서비스 품질은 지각된 가치와 고객만족에 시스템 이용가능성을 제외한 모든 요소들이 영향을 미치는 것으로 나타났다. 둘째, 매개변수 간 지각된 가치는 고객만족에 유의한 영향을 미치는 것으로 나타났으며, 셋째, 지각된 가치와 고객만족은 e-충성도에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 인터넷 오픈마켓 기업들에게 e-서비스 품질, 지각된 가치 및 고객만족에 영향을 미치는 새로운 요인을 지속적으로 발굴하고 향상시켜, 이를 바탕으로 고객의 e-충성도를 향상시키고 충성고객을 확보함으로써, 미래 수익흐름을 지속할 수 있도록 최선을 다해야 한다는 시사점을 제공하고 있다.

Keywords

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