인터넷 쇼핑몰 물류서비스품질의 지각된 물류가치, 고객만족, 전환장벽에 미치는 영향 = The Influence of the Logistics Service Quality on Perceived Logistics Value, Customer Satisfaction, and Switching Barrier in the Internet Shopping Mall

국문 초록 (Abstract)

물류서비스품질은 e-비지니스에서 매우 중요한 기능을 한다는 데에는 대부분 물류분야 연구가 동의를 한다. 그러나 인터넷 마케팅연구에서 지각된 물류가치와 고객만족을 창출하는 과정으로써 물류를 고려한지는 그리 오래지 않다. 서비스품질, 가치, 고객만족은 가장 인기있는 연구주제로 사용되어왔지만, 이들 주제가 인터넷 마케팅분야에서 분명하게 정의되거나 정확하게 측정되지는 않았다. 따라서 본 연구의 기본 목적은 이들 개념을 명확하게 규명하고, 인터넷 마케팅에서 어떻게 서비스품질, 가치, 고객만족이 물류에 의해 창출되는지를 살펴본다. 또한 본 연구는 인터넷 쇼핑몰의 체계적인 물류서비스품질관리 능력을 향상하기 위해, 고객의 관점에서 인터넷 특성이 반영된 물류서비스품질의 구성요인을 규명하고, 이를 통해 고객의 지각된 물류가치의 창출과 고객이탈 방지를 위한 전환장벽 형성 방안을 모색하기 위해 시도되었다. 마지막으로 물류관리자와 연구자들에게 주요 전략적 시사점을 제공하고자 한다. 이를 위해 경로모형을 개발하고, 인터넷 쇼핑객을 대상으로 실증분석을 하였다. 실증분석결과와 이에 따른 전략적 시사점은 다음과 같이 요약된다. 첫째, 인터넷 쇼핑몰 물류서비스품질은 대인접촉품질, 정보품질, 주문절차, 주문정확성, 적시성, 추적서비스, 판매후지원서비스로 구성되는 다차원의 특성을 보인다. 둘째, 인터넷 쇼핑몰 물류서비스품질 각 차원은 고객의 지각된 물류가치에 정(+)의 영향을 주며, 이중 적시성차원의 영향이 가장 크게 나타났다. 셋째 지각된 물류가치는 고객 만족에 정(+)의 영향을 주며, 이는 다시 전환장벽에 정(+)의 영향을 주는 것으로 나타났다. 이와 같은 연구결과는 인터넷 쇼핑객의 물류서비스 욕구를 이해하여 이를 물류서비스품질관리 체계에 반영함으로써 고객의 지각된 물류가치 창출을 극대화하고, 기존고객 유지와 고객이탈방지를 위한 전환장벽을 형성함을 시사한다.

다국어 초록 (Multilingual Abstract)

Most logistics articles agree that logistics service quality an essential function within e-business. Furthermore, there has been a trend over the last few years to consider logistics as a process that creates perceived logistics vale and customer satisfaction in internet marketing. While the terms service quality, value, and customer satisfaction have experienced popular usage, they are neither clearly defined nor accurately measured. A primary goal of this article is to clarify this definitions, in the context of how service quality in the internet marketing. Also, The objective of the study is to examine the extent to which logistics service quality management practices and tools are employed and adopted in Internet shipping mall context. Last, managerial implications for both logistics managers and researchers are presented. To address the aim of the study, a survey instrument was developed and data were collected from a field research on a sample of Internet shoppers. The results of this study indicate that logistics service quality components comprise personnel contact quality, information quality, ordering procedures, ordering accuracy, on-time delivery, follow-up services, and supported services after transaction. The results also show that the most important component that identifies quality in logistics is on-time delivery. This study demonstrates that to increase customers' perceptions of logistics service quality and satisfaction, managers must establish logistics service quality management system.

목차 (Table of Contents)

• 요약
• Ⅰ. 서 론
• Ⅱ. 이론적 배경 및 가설 설정
• Ⅲ. 연구방법
• Ⅳ. 실증연구
• Ⅴ. 결 론
• 참고문헌
• Abstract

참고문헌 (Reference)

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