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http://dx.doi.org/10.5392/JKCA.2013.13.11.856

Effects of Service Quality on Relationship Quality and Customer Retention in Internet Shopping Mall -Aimed at Chinese Customer-  

Li, Xin-Tian (우송대학교 국제경영학과)
Peng, Peng (우송대학교 국제경영학과)
Publication Information
The Journal of the Korea Contents Association / v.13, no.11, 2013 , pp. 856-865 More about this Journal
Abstract
The customer retention of internet shopping mall become important nowadays as internet shopping mall is expanding quickly. In this situation, the present study aims to analyze the components of internet shopping mall service quality and it's relationship with satisfaction, and retention. The CRM is a very important point for company marketing, it is also necessary to construct trust and commitment. Especially it has been recognized that when we deal with online shopping, the correlation with customers is very important. At this point one purpose of this study is to find out those effects on satisfaction of the service quality. Another purpose is to find the factors which effect retention. Structural equation modeling is used to test the model building in this paper based on the data from survey of 223 online shopping mall customers. The results in the study provide our supports to the model and indicate that: first, service quality has a positive effect on satisfaction. Second, satisfaction, trust and commitment have strong relations and they affect customer retention in the internet shopping mall service.
Keywords
Service Quality; Internet Shopping Mall; Relationship Quality; Customer Retention;
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Times Cited By KSCI : 1  (Citation Analysis)
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