서비스 품질과 만족, 충성도 간의 관계연구

• 영문명: A Study on Correlation between Service Quality, Satisfaction and Loyalty: Focused on the Customers using Food Shopping Mobile Mall
• 발행기관: 관광경영학회
• 저자명: 황수연 정유지 신형철
• 간행물 정보: 『관광경영연구』제22권 제5호, 273~293쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.09.30

영문 초록

The purpose of this research is to investigate with the relationship between service quality, satisfaction and loyalty in the food mobile shopping mall. We surveyed adults over 20 years of age who have purchased food with mobile trading for investigating the buying behaviors and factors of purchasing food. A total of 346 questionnaires were collected for two weeks from June 30 to July 13, 2017. 305 were used for the verification with excluding 19 untruthful answers (eg, same responses to all items) and 22 non-experienced mobile shopping malls. As a result, the service quality is composed of 8 sub - structures such as fulfillment, responsiveness, playfulness, usefulness, connectivity, design, ease of use, and reliability measured by 28 individual items. Some of service quality factors such as fulfillment, usefulness, ease of use, playfulness, and reliability affect satisfaction in mobile food shopping mall. Satisfaction also affects loyalty. This study has given to the shopping mobile mall's marketing for the academical use and practical implication.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결론

참고문헌

키워드

Service Quality Customer Satisfaction Consumer Loyalty Mobile Mall Marketing