A Study on the Customer Satisfaction and Customer Loyalty of Furniture Purchaser in on-Line Shop

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AJQ 11,2


A study on the customer satisfaction and customer loyalty of furniture purchaser in on-line shop Yongju Jeong and Yongsung Lee
Department of Business Administration, The University of Incheon, Incheon, South Korea Abstract
Purpose – The paper intends to explore the influencing factors on customer satisfaction and customer loyalty in the internet shopping mall through service quality based on the data obtained from furniture purchaser. Design/methodology/approach – The research model and the relevant research hypothesis were set up through the data derived from the existing researches, and then the relevant hypothesis was tested through regression analysis. Findings – As result of analysis, the influencing factors on customer satisfaction of furniture purchaser in the internet shopping mall were proved to be product diversity of service quality, tangibles, responsiveness, interaction, stability, and customer satisfaction was found to be a significant influencing factor on customer loyalty in the internet shopping mall. Research limitations/implications – Although this study was carried out against actual furniture purchaser in selecting the samples, it reached the limit in considering the diversity of internet shopping mall, and sorting into on-line and off-line concurrent shopping mall and internet exclusive shopping mall. Originality/value – The study reviews the service quality measure suggested in the existing literature on service quality, newly applying it to on-line services environment, and then finding out the influence of service quality in internet shopping mall on customer satisfaction, customer loyalty, and repurchase intention as well as in which dimension they are built up. Keywords Internet, Shopping, Customer satisfaction, Customer loyalty, Electronic commerce Paper type Research paper

The Asian Journal on Quality Vol. 11 No. 2, 2010 pp. 146-156 q Emerald Group Publishing Limited 1598-2688 DOI 10.1108/15982681011075952

1. Introduction Owing to rapid development of information communication, e-commerce through internet is picking up briskly throughout the world. According to the survey of Korea National Statistical Office, the volume of transaction in domestic cyber shopping mall in Korea steadily grew starting from 2001 when it reached approximately 3,400,000,000,000 won, which is well over 20,000,000,000,000 won in 2009. Like this, internet market is growing in non-negligible scale, and even it is expected to grow more and more in future. Development of various information communication technology including computer has changed the consumption life of the consumers, and especially tons of changes take place in the consumers’ selection through their decision making. Such changes suggest a new environment characterized by global market, collapse of hierarchy, and economy of information era. Internet shopping mall is a business that can be operated at minimum expense with minimum labor force, which allows to

secure price competitiveness by minimizing distribution stages, and further provide better customer service than the existing off-line shopping by providing various information. These days, rapid growth of do-it-yourself furniture stimulates the tendency of purchasing furniture through internet shopping. On-line furniture sales system was attempted by a small-scale firm at the beginning, but large furniture suppliers soon after jumped on to the on-line market band wagon without hesitation (The Korea Economic Daily, 2007, July 16). This study is intended to find out the factors of customer satisfaction and customer loyalty by exploring the characteristic of the users regarding customer satisfaction and customer loyalty of the furniture purchasers in the internet shopping mall, and then reviewing the literature on customer satisfaction and customer loyalty, conducting...
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