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

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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