e-서비스가치, 관계품질, 고객충성도 간의 관계 -배송비의 조절효과- = The Relationship among e-Service Value, Relationship Quality, and Customer Loyalty: The Moderating Effect of Shipping Cost

국문 초록 (Abstract)

본 연구는 하이틴세대가 인터넷 쇼핑몰 거래를 통해 e-서비스가치, 관계품질(e-만족, e-신뢰, e-몰입),고객충성도를 어떻게 평가하는지, 배송비가 고객충성도에 어떠한 영향을 미치는지를 분석하여 마케팅의 전략적 시사점을 제시하고자 한다. 연구 결과, e-서비스가치가 관계품질 중 e-만족에 긍정적인 영향을 미쳤지만, e-신뢰와 e-몰입에는 간접적인 영향을 미치는 것으로 나타났다. e-서비스가치가 고객충성도에 긍정적인 영향을 미치는 것으로 나타났다. e-만족이 e-신뢰와 고객충성도에 긍정적인 영향을 미쳤지만, e-몰입에는 간접적인 영향을 미치는 것으로 나타났다. e-신뢰가 e-몰입과 고객충성도에 직접·간접적인 영향을 미치는 것으로 나타났다. e-몰입이 고객충성도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 온라인 거래에서 배송비의 조절효과는 유의하지 않게 나타났다. 본 연구의 이론적 시사점은 하이틴세대의 고객을 대상으로 e-서비스가치, 관계품질, 고객충성도 간의 구조적관계를 분석한 부분이고, 실무적 시사점은 e-서비스가치가 고객과의 지속적인 거래관계 및 유대관계의 구축과 고객충성도의 향상에 중요한 역할을 하기 때문에 쇼핑몰 관리자는 e-서비스가치를 고객의 관점에서 개선하고 강화해야 한다.

다국어 초록 (Multilingual Abstract)

This study is to identify the relationship among e-service value, relationship quality(e-satisfaction, e-trust, e-commitment), and customer loyalty and the moderating effects of e-service value and relationship quality on customer loyalty. In addition, it is to investigate whether the shipping cost of online transaction affects customer loyalty or not. In order to meet these purposes, the proposed model is used an empirical study in the context of teens` online shopping. The findings show that e-service value affects positively e-satisfaction and customer loyalty but does not e-trust and e-commitment. E-satisfaction affects positively e-trust and customer loyalty but does not e-commitment. E-trust affects positively e-commitment and customer loyalty. E-commitment affects positively customer loyalty. In addition, the moderating effects of delivery cost between e-service value, relationship quality and customer loyalty are not significant. This implies that teen consumers may not consider the shipping cost of purchased product as an important factor negatively affecting customer loyalty. However, the mediating effects of e-service value on e-trust, e-commitment, and customer loyalty are significant. The mediating effects of e-satisfaction on e-commitment and customer loyalty are significant. The mediating effect of e-trust on and customer loyalty is significant. Therefore, managers should foster e-service value to enhance relationship quality and customer loyalty.

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