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The Effect of Service Quality on Customer Satisfaction in a Internet Shopping Mall : The Moderating Role of the Internet Community Type  

Kim Jung Wook (세종대학교 경영학과)
Koh Joon (전남대학교 경영대학 경영학과)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.30, no.2, 2005 , pp. 169-184 More about this Journal
Abstract
This study aims to identify service factors that satisfy customers in the internet shopping mail context. The study examines the relationship between service qualify and customer satisfaction, and explores the moderating role of the internet community type (i. e., transaction community group, interest community group and fantasy community group). By analyzing 188 questionnaires, we found that out of the five service quality dimensions, only reliability, tangibility, assurance and responsiveness dimensions have positive effects on customer satisfaction. We also found that there is a significant difference in the relationship between service quality and customer satisfaction by the perceived type of internet community implications of the findings and future research directions are discussed.
Keywords
Service Quality; Customer Satisfaction; Internet Community Typology;
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