e 서비스품질이 고객의 신뢰와 e 충성도에 미치는 영향 연구|RISS 상세보기

국문 초록 (Abstract)

본 연구는 크게 세 가지 방향에서 논의하였는데 첫째, e-서비스품질 차원 중 접근성, 상호작용성, 개인화, 안전성, 가격성이 고객의 신뢰와 e-충성도에 어떠한 영향을 미치는지 살펴본 결과, 접근성, 안전성, 가격성이 고객의 신뢰에 정의 영향을 미치는 것으로 나타났다. 둘째, 신뢰가 e-충성도에 미치는 영향을 분석한 결과 고객의 신뢰는 고객의 e-충성도에 정의 영향을 미치는 것으로 나타났으며 셋째, 온라인여행사 유형인 전문여행사와 종합여행사에 따른 신뢰와 e-충성도의 차이를 분석한 결과 두 유형사이에 큰 차이가 없는 것으로 나타났다.

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본 연구는 크게 세 가지 방향에서 논의하였는데 첫째, e-서비스품질 차원 중 접근성, 상호작용성, 개인화, 안전성, 가격성이 고객의 신뢰와 e-충성도에 어떠한 영향을 미치는지 살펴본 결과, ...

다국어 초록 (Multilingual Abstract)

This study was performed with persons experienced in using online travel agencies, to research for the effect of e-service quality on customer trust and e-loyalty. In this study, the discussion was conducted in three ways and the results of this study are as follows:
First, with a result that I examined the effect of accessibility, interaction, individualization, safety and price in e-service quality levels on customer trust and e-loyalty, it showed that accessibility, safety and price have significant effect on customer trust, and interaction and individualization do not have significant effect. Second, with a result that I analyzed the effect of trust on e-service, the customer trust have significant effect on its e-loyalty. Third, I analyzed the differences of trust and e-loyalty respectively in accordance with specialized and comprehensive ones which are the types of online travel agencies, it showed that comprehensive travel agencies have more influence on trust and e-loyalty, but the hypothesis was rejected as p-value was out of significance level.
I can say that this study has significance in that I just tried to document (thought it is still insufficient) the concept of a portion of online travel business which has been grown rapidly since the 2000s, and attempted to examine the effect of e-service quality level on customer trust and e-royalty by dividing online travel agencies into comprehensive and specialized ones, at the very first in a portion of online travel business.

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