온라인 서비스 품질이 만족에 미치는 영향에 관한 연구 - 증권사 HTS를 중심으로

다국어 초록 (Multilingual Abstract)

  This study investigated the effect of online service quality on customer satisfaction through the mediating role of performance using online and the moderating role of involvement. especially, this study used HTS (Home Trading System for stock exchange) as a online service system.<BR>  This study had two parts. Pre-study investigated the difference between HTS and general web sites when online service quality theory is applied. and main study investigated the influence of online service quality on satisfaction in the concrete.<BR>  This study collected data through survey questionnaire.<BR>  This study found that the all models path are supported, and the mediating effect of performance using online is supported, but the moderating effects of involvement is supported in part.<BR>  This study could provide managerial implication about online service quality theory.

참고문헌 (Reference)

1 한국언론인연합회, "증권 홈트레이딩 시스템의 속도, 기능 향상" 16 : 164-169, 2006

2 최운열, "자본시장통합법과 자본시장 발전 방향, 자본시장포럼" 4 (4): 167-169, 2007

3 김상우, "의료서비스품질, 고객만족, 신뢰 및 고객애도호의 구조적 관계" 한국소비문화학회 10 (10): 109-130, 2007

4 권익현, "유추적 설득근거가 광고물의 평가에 미치는 영향에 관한 연구" 한국마케팅학회 21 (21): 81-96, 2006

5 이정범, "온라인 증권중개업 현황과 과제" 한국증권연구원 31-, 1999

6 유동근, "서비스기업의 시장지향성과: 벤치마킹, 서비스품질 및 고객만족의 인과적 역할" 13 (13): 1-25, 1998

7 채서일, "마케팅조사론" 학현사 1999

8 권익현, "마케팅 ; 관리적 접근" 학현사 2005

9 강회일, "도서관의 온라인 서비스 품질평가: e-LibQual의 적용" 한국정보관리학회 19 (19): 12-261, 2002

10 "금융감독위원회(2007년 6월), 자본시장과 금융투자업에 관한 법률 입법 예고"

11 김소연, "금융 빅뱅 5대 이슈, 매경 Economy,매일경제신문사, 1456호, 28-43"

12 이학식, "구조방정식 모형 분석과 AMOS 7.0" 법문사 2008

13 이유재, "고객만족 연구에 관한 종합적 고찰" 11 (11): 139-166, 2000

14 조광행, "고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구" 14 (14): 47-74, 1999

15 김상조, "강의서비스가 만족과 신뢰에 미치는 영향에 대한 학습동기의 조절효과" 한국소비문화학회 11 (11): 143-164, 2008

16 이국철, "不動産 웹사이트 評價模型 開發에 관한 硏究 - 情報 品質要因과 運營戰略要因을 中心으로 -" 한국부동산학회 1 (1): 35-52, 2004

17 김판준, "e-서비스품질이 쇼핑가치와 쇼핑만족, 고객의 자발적 e-성과에 미치는 영향에 관한 연구" 창원대학교 대학원 2003

18 Wolfinbarger, M., "e-TailQ:Dimensionalizing, Measuring, and Predicting eTail Quality" 79 (79): 183-198, 2003

19 Reichheld, Frederick F., "Zero Defections: Quality Comes to Services" 68 (68): 105-111, 1990

20 홍석기, "WebQual을 이용한 인터넷 서점의 서비스 품질 분석" 대한경영학회 19 (19): 1895-1912, 2006

21 Garvin, Moshe, "Variety Seeking Through Brand Switching" 3 : 1-22, 1984

22 Westbrook, Robert. A., "Value-Percept Disparity: an Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction" Advances in Consumer Research 1983

23 Howard, J. A., "The Theory of Buyer Behavior" John Wiley 1969

24 Anderson, J. C., "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach" 103 (103): 423-441, 1988

25 Olsina, S., "Specifying Quality Characteristics and Attributes for Web Sites" 1999

26 Zeithaml, V. A., "Service quality, profitability, and the Economic worth of Customers: What We Know and What We Need to Learn" 28 (28): 67-85, 2000

27 Parasuraman, A. Zeithaml, "SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality" 64 (64): 12-40, 1988

28 Huang, Kuran-Tsae, "Quality Information and Knowledge" Prentice Hall PTR 1999

29 Parasuraman, A. Zeithaml, "Problem and Strategies in Service Marketing" 49 (49): 34-35, 1985

30 Rothschild, M. L., "Perspectives on Involvement: Current Problems and Future Directions. in T. C. Kinnear(ED.)" 216-217, 1984

31 Davis, Fred D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 319-340, 1989

32 Kettinger, W. J., "Perceived Service Quality and User Satisfaction with the Information Services Function" 25 (25): 737-766, 1994

33 Bagozzi, R., "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

34 Tse, David. K., "Models of Consumer Satisfaction: An Extension" 25 : 204-212, 1988

35 Zaichkowsky, J. L., "Measuring the Involvement Construct" 12 (12): 341-352, 1985

36 Novak, T. P., "Measuring the Flow Construct in Online Environment" Vanderbilt University 1998

37 Van Dyke, T. P., "Measuring Information systems Service Quality: Concerns on the Use of the SERVQUAL Questionnaire" 21 (21): 195-208, 1997

38 Oliver, Richard L., "Measurement and Evaluation of Satisfaction Processes in Retail Settings" 57 (57): 25-48, 1981

39 Major, A., "Internet Stock Exchange Survey" 1997

40 Jensen, J. B., "Improving the Application of Quality Conformance Tools in Service Firms" 10 (10): 35-55, 1996

41 Bitner, M. J., "Evaluating Service Encounters: the Effects of Physical Surroundings and Employee Responses" 54 : 69-82, 1990

42 Tsikriktsis, N., "Dose Culture Influence Web Site Quality Expectations? An Empirical Study" 5 (5): 101-111, 2002

43 Chin, J. P., "Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface" 213-218, 1998

44 Aladwani, A. M., "Developing and Validating an Instrument for Measuring User-Perceived Web Quality" 39 : 467-476, 2002

45 Yoo, Boonghee, "Developing a Scale to Measure the Perceived Quality of an Internet Shopping Site(PQISS)" 2000

46 Peter, J. P., "Consumer Behavior: Marketing Strategy Perspective" Richard Irwin 1987

47 Robertson, T. S., "Consumer Behavior, Glenview" Scott, Foresman & Company 1984

48 Antil, J. H., "Conceptualization and operationalization of involvement" 11 : 203-209, 1984

49 Hunt, H. Keith, "CS/D: Bits and Pieces in: Consumer Satisfaction, Dissatisfaction and Complaining Behavior" School of Business, Indiana University 40-, 1977

50 Cronin, J. J. Jr., "Assessing the Effects of Quality, Value, and Consumer Satisfaction on Consumer Behavioral Intentions in Service Environment" 76 (76): 193-218, 2000

51 Wang, Y. S., "Assessing Customer Perceptions of Website Service Quality in Digital Environments" 15 (15): 14-31, 2003

52 Barnes, S. J., "An Evaluation of Cyber-Bookshops: The WebQua Method" 6 (6): 11-30, 2001

53 Yi, Y, "A Critical Review of Satisfaction" American Marketing 52 (52): 2-22, 1990

54 Oliver, Richard L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 : 460-469, 1980