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

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AJQ 11,2

146

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.



References: Anderson, R.E. and Srinivasan, S.S. (2003), “E-satisfaction and e-loyalty: a contingency framework”, Psychology & Marketing, Vol. 20. Chen, Q. and Wells, W.D. (1999), “Attitude toward the site”, Journal of Advertising Research, September-October. Garvin, D.A. (1984), “What does product quality really mean?”, SLoan Management Review, Vol. 26, Fall. Hoffman, D.L. and Novak, T.P. (1996), “Marketing in hypermedia computer-mediated environments: conceptual foundations”, Journal of Marketing, Vol. 60. Jacoby, J. and Chesnut, R.W. (1978), Brand Loyalty Measurement Management, Wiley, New York, NY. Jeon, H.-B. (2006), “Research about quality of service of cybermall”, Industry Management Research, Vol. 29. (The) Korea Economic Daily (2007), The Korea Economic Daily, July 16. Kotler, P. (1991), Marketing Management, 5th ed., Prentice-Hall, Upper Saddle River, NJ. Lee, G.-G. and Lin, H.-F. (2005), “Customer perceptions of e-service quality in online shopping”, International Journal of Retail & Distribution Management, Vol. 33. Lee, J.-S. (2006), “Effect research that quality of service factor importance by service type gets in customer satisfaction”, Is Service Management Learned Society, Vol. 7 No. 1. Lee, Y.-J. (1995), “Research on justice and measurement of customer satisfaction”, Management Symposium, Vol. 29. Oliver, R.L. (1981), “Measurement and evaluation of satisfaction processes in retail settings”, Journal of Retailing, Vol. 57. Oliver, R.L. and Swan, J.E. (1989), “Customer perception of interpersonal equity and satisfaction in transactions: a field survey approach”, Journal of Marketing, Vol. 53, April. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implications for future research”, Journal of Marketing, Vol. 49, pp. 41-50. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64. Reichheld, F.F. (1993), “Loyalty-based management”, Harvard Business Review, Vol. 71. Ruth, C. (2000), “Applying a modified technology acceptance model to determine factors affecting behavior intention to adopt electronic shopping on the world wide web: a structural equation modeling approach”, doctoral thesis, Drexel University, Philadelphia, PA. Woo-seong, L. (2006), “The effects of service quality on customer loyalty in online shopping mall”, Master’s thesis, Sejong University, Seoul. A study on customer satisfaction 155 AJQ 11,2 Further reading Gefen, D. and Straub, D.W. (2000), “The relative importance of perceived ease of use in IS adoption: a study of e-commerce adoption”, Journal of the Association for Information Systems, Vol. 1. About the authors Yongju Jeong is graduated from Korea National Open University. He is also graduated in MA from University of Incheon and doing PhD in University of Incheon. Yongju Jeong is the corresponding author and can be contacted at: cyjangunsa@hanmail.net Yongsung Lee is graduated from the Department of Administration, University of Incheon. He is also graduated in Information and Communication Engineering, University of Incheon. He received his Master of Business Administration from University of Incheon Admission. 156 To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints

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