Click & Mortar 인터넷 쇼핑몰의 서비스 품질 모델

초록

Comprehensive researches revealed that service quality is critical determinants to affect customer satisfaction in retail industry. Recent online B2C studies also showed that service quality significantly influence online customer satisfaction. However, past studies has focused on investigating appropriate attributes and measures to correctly reflect service quality. Instead, the research on analyzing antecedents to determine the level of service quality has not been sufficiently reported. Moreover, the offline synergy effect on internet shopping mall has been suggested mostly on conceptual level. Pointing out this research gap, we investigated key managerial variables exploiting offline synergy that impact on service quality of the click and mortar internet shopping mall. The empirical testing results indicated that core offline synergy factors significantly enhance the customer perceived service quality level of the internet shopping mall.