인터넷 쇼핑몰에서의 고객만족 및 신뢰와 고객충성도 간의 관계에 대한 전환이득의 조절역할 = (A) Study on Moderating Role of Switching Gains in Relationship between Customer Satisfaction & Trust and Customer Loyalty for Internet Shopping-malls

다국어 초록 (Multilingual Abstract)

For internet shopping-malls, customer retention according to customer loyalty uplift is more emphasized as an important thing than off-line shopping-malls. Because the loyals not only purchase a lot but also recommend the mall to new customers quickly using internet media. For such reason, many studies on customer satisfaction or web-site loyalty for internet shopping-malls are carried out. But existing studies are mostly focusing on relationship between customer loyalty and satisfaction or conformation of effects on customer loyalty by individual variables which properties are provided by internet shopping-mall supplier. But there are insufficient studies on what variables are actually effect customer loyalty, and on how customers' attitude or behavior is effected by these variables.
In addition, the fact that the customers with high loyalty are not always satisfied and the customers who are satisfied not always have high loyalty was revealed from existing studies, and it is s2, he factor which maintains customers and raises the loyalty are not only customer satisfaction but also trust and switching costs which play important roles.
Also, the general recognition for internet shopping-mall was that it would be easier to change business connection and have lower customer loyalty than off-line shopping-mall, but the study on whether this recognition is true or not has not been conducted.
Therefore in this study, customer satisfaction and trust are suggested as preceding variables that effect customer loyalty, and switching gains are suggested as a moderating variable between customer satisfaction & trust and customer loyalty. Moreover, different from other studies, this study classifies customer loyalty into attitudinal loyalty and behavioral loyalty, and suggests actual strategic plan based on the analysis results.
In spite of general recognition that it would be easier to change business connection and have low customer loyalty for internet shopping-malls, the study results showed that customer satisfaction and trust made meaningful effect on customer loyalty even in internet shopping-mall, and especially, switching gains was showed to play moderating role between satisfaction-attitudinal loyalty and trust-behavioral loyalty. These results is meaningful for showing that customer satisfaction or trust effect importantly on customer loyalty and that switching gains which are recognised by customers plays moderating role on customer loyalty.
The abstract of main content of this study is followed.
First, customer satisfaction and trust showed meaningful positive(+) effect on each attitudinal loyalty and behavioral loyalty. The explanation rate for the effect of customer satisfaction on attitudinal and behavioral loyalty is about 31%, and the explanation rate for the effect of trust on attitudinal loyalty and behavioral loyalty are 33%, and 38% each. These results show that in internet shopping-malls, both customer satisfaction and trust act as strong preceding variable of customer loyalty, and it shows that internet shopping-mall firms must work on not only customer satisfaction uplift but also trust building to raise customer loyalty.
Second, the bigger the recognition on switching gains, the bigger effect of customer satisfaction on attitudinal loyalty. This means that if one recognizes that switching benefits are larger than switching costs, he/she shows switching intention to other shopping-malls or become deeply committed to existing shopping-mall that he/she are not considering switching to other shopping-mall.
Third, the hypothesis about lower the recognition on switching gains the more effect of customer satisfaction on behavioral loyalty was not supported. Namely, you can see that the assertion of Ganesan(l994) which the consumer shows loyalty over specific brand by repeating purchase action even though the consumer recognizes switching costs and not satisfied does not apply to internet shopping-malls.
Fourth, the hypothesis about lower the recognition on switching gains the more effect of trust on attitudinal loyalty was not supported. This means that the recognition of switching costs are not playing moderating role between trust and attitudinal loyalty. Therefore, different from the assertion of Sharma and Patterson(2000) which trust gets more relation with the committment as the recognition on switching costs gets bigger, this study shows that the recognition of switching costs is not effecting relationship between trust and attitudinal loyalty in internet shopping-malls.
Fifth, as the recognition of switching gains get bigger, trust effects more to behavioral loyalty. This means that if trust level does not meet the clients' expectations or trusts on security, personal information protection is low, the customers can show immediate switching action. Especially, considering that the anxiety of clients about security level of payment system in internet shopping-malls is high, a strategy is required to prevent customer secession by increasing the trust level of customers through third approvals, encryption, authentication, and passwords.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구의 배경 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 구성 = 5
• 제2장 이론적 고찰 = 8
• 제1절 인터넷과 관계마케팅에 관한 연구 = 8
• 1. 인터넷 마케팅의 특징 = 8
• 2. 인터넷 환경에서의 마케팅의 변화 = 10
• 3. 고객관계관리의 변화과정 = 11
• 4. 관계마케팅에 관한 연구 = 13
• 5. 관계몰입에 관한 연구 = 15
• 제2절 고객충성도에 관한 연구 = 17
• 1. 고객충성도의 정의 = 17
• 2. 인터넷 쇼핑몰에서의 고객충성도의 중요성 = 19
• 3. 고객충성도의 선행변수 = 22
• 제3절 고객만족에 관한 연구 = 25
• 1. 고객만족의 정의 = 25
• 2. 서비스품질과 고객만족 = 26
• 3. 인터넷 쇼핑몰에서의 고객만족 = 28
• 4. 고객만족에 관한 선행연구 = 32
• 제4절 신뢰에 관한 연구 = 37
• 1. 신뢰의 정의 = 37
• 2. 인터넷 쇼핑몰에서의 신뢰의 중요성 = 39
• 3. 신뢰에 관한 선행연구 = 41
• 제5절 전환이득에 관한 연구 = 44
• 1. 전환이득의 정의 = 44
• 2. 전환혜택 = 48
• 3. 전환비용 = 50
• 제3장 연구모형과 연구가설의 설정 = 60
• 제1절 연구모형 = 60
• 제2절 연구가설의 설정 = 62
• 1. 고객만족과 고객충성도와의 관계 = 62
• 2. 신뢰와 고객충성도와의 관계 = 64
• 3. 전환이득의 조절효과 = 66
• 제3절 변수의 조작적 정의 및 측정 = 69
• 1. 고객충성도 = 69
• 2. 고객만족 = 70
• 3. 신뢰 = 71
• 4. 전환이득 = 71
• 제4절 연구조사의 설계 = 73
• 1. 설문의 구성과 내용 = 73
• 2. 표본의 선정과 자료수집 = 73
• 3. 자료분석 방법 = 74
• 제4장 실증조사의 분석과 결과 = 75
• 제1절 표본의 일반적 특성 = 75
• 제2절 기술분석, 신뢰도분석과 상관관계분석 = 77
• 1. 기술분석과 신뢰도분석 = 77
• 2. 상관관계분석 = 78
• 제3절 연구가설의 검정 = 79
• 1. 만족, 태도적 충성도와 전환이득의 관계분석 = 80
• 2. 만족, 행동적 충성도와 전환이득의 관계분석 = 82
• 3. 신뢰, 태도적 충성도와 전환이득의 관계분석 = 83
• 4. 신뢰, 행동적 충성도와 전환이득의 관계분석 = 84
• 5. 분석 결과의 요약 = 85
• 제5장 결론 = 88
• 제1절 연구의 요약과 시사점 = 88
• 제2절 연구의 한계점 및 미래 연구방향 = 91
• 참고문헌 = 93
• 인터넷 쇼핑몰에서 고객만족 및 신뢰와 고객충성도 간의 관계에 대한 전환이득의 조절역할 = 110
• ABSTRACT = 117