전자고객센터를 통한 유통업체의 고객 충성도 구축에 관한 연구

초록

The e-contact center is now serving a critical role in customer interaction in the e-commerce market. The development of information and communication technology has dramatically improved the service quality of the e-contact center, and customers are now able to use the e-contact center without any restriction of time and place. Leading e-contact centers maintain close communication with customers through reliable and convenient technologies including text messaging, e-mail, auto-respond web call, and SNS. As the e-contact center equipped with new information and communication technology provides faster and more customized customer services, it has become a very important part of multichannel marketing strategy of firms. Especially under e-business environments where human interaction is limited, the e-contact center enriches customer satisfaction and builds customer loyalty through providing personalized customer services. The purpose of this study is to examine the effects of the loyalty toward new technology on trust, the satisfaction level, and the loyalty toward the e-contact center. In addition, this study investigates the transfer effect of the customer loyalty from the e-contact center to a distributor. A total of 343 online samples were collected in the U.S. and statistically analyzed for empirical validation of the hypotheses. The conceptual model and hypotheses testing results are summarized in Figure 1 and Table 3. The results provides valuable implications. The limitations and future research directions are also discussed.

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