East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
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A Study on the Effect of Online Activation Business Transaction Factors of Fresh Food Shopping Mall on e-Customer Relationship Quality and e-Customer Loyalty

  • Shin, Jong-Kook (Graduate School of Business Administration, Caroline University) ;
  • Lee, Sang-Youn (Graduate School of Business Administration, Caroline University)
  • Received : 2019.02.14
  • Accepted : 2019.03.19
  • Published : 2019.03.30
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Abstract

Purpose - For the development of fresh food shopping malls, consumers should continue to experience loyalty and favorability for the company's products or brands, and this should lead directly to purchase so that active word-ofmouth and recommendation should be encouraged. Therefore, the purpose of this study is to investigate the effect of e-service quality and e-ERM on e-loyalty with customer satisfaction and commitment as mediators. Research design, data, and methodology - This study was conducted by sample survey method on 320 online customers who have experience in using major online fresh food shopping malls for more than one year. Data analysis methods were frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis. Result - Hypothesis 1 through Hypothesis 7 were all supported. The results of this study suggest that e-service quality and e-CRM of online fresh food shopping malls have a significant effect on satisfaction and commitment. Therefore, the conclusion has been derived that the focus of this study, that such satisfaction and commitment have a significant effect on e-customer loyalty. has been supported theoretically and empirically. Conclusion - This study suggests that studies on customer loyalty based on activation commerce factors related to fresh food in online shopping malls will be an index that can reflect on customer's needs corresponding with future trends of not only online shopping malls but also offline shopping malls.

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References

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