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A Study on the Effects of Service Quality Factors of Companion Animal Online Shopping Malls on Customer Satisfaction and Loyalty  

Lee, Joo-Heon (Yonsei University, College of Humanities & Social Sciences Convergence)
Publication Information
Asia-Pacific Journal of Business Venturing and Entrepreneurship / v.16, no.4, 2021 , pp. 179-193 More about this Journal
Abstract
As pets such as dogs and cats have been accepted as family members and companions, calling them companion animals has become more and more common. As the trend of identifying companion animals with humans and treating them as members of a family is spreading, people are more concerned about food, health, and leisure for companion animals, searching for expensive products, and accelerating the growth of related businesses. This study collected data by conducting an online questionnaire targeting customers who visited online companion animal shopping malls. Data collected only for people who have purchased companion animals at least once in online shopping malls for companion animals were used for empirical analysis. Questionnaires from 205 people were collected, but a total of 198 copies were used for the analysis, excluding the questionnaire that gave an insincere response. The results are as follows. First, through exploratory factor analysis, it was confirmed that the service quality factors of the online shopping mall for companion animals consisted of four dimensions: communication-transaction, safe security, design, and information provision. Second, it was found that communication-transactions, information provision, design, and safe security, which are the service quality factors for companion animal online shopping malls, all have a significant positive (+) effect on customer satisfaction. Third, it was confirmed that customer satisfaction in online shopping malls for companion animals had a significant positive (+) effect on loyalty. Fourth, in the relationships between service quality factors (communication transaction, safety security, design, information provision) and loyalty of companion animal online shopping mall, it was confirmed that customer satisfaction has complete mediating effects.
Keywords
Service Quality; Companion Animals; Online Shopping Mall; Mediating Effect; Loyalty; Customer Satisfaction;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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