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The Effect of Internet Shopping Mall Customer's Perceived Service Quality on Customer Retention and Customer Loyalty in Rural China: Focused on the Rural of Hebei Province
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중국 농촌 인터넷 쇼핑몰 이용고객의 지각된 서비스품질이 관계품질 및 고객충성도에 미치는 영향: 하북성(河北省) 농촌을 대상으로

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Type
Academic journal
Author
Journal
한국외국어대학교 중국연구소 중국연구 중국연구 제72권 KCI Accredited Journals
Published
2017.1
Pages
157 - 193 (37page)

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The Effect of Internet Shopping Mall Customer's Perceived Service Quality on Customer Retention and Customer Loyalty in Rural China: Focused on the Rural of Hebei Province
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Abstract· Keywords

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The main purpose of this study is to grasp a structural relationship among customer’s perceived service quality, relationship quality(customer satisfaction, customer trust, customer commitment) and customer loyalty of the customers on the rural chinese internet shopping mall, of which the market size has been rapidly expanding. For this study, a survey is carried out the rural chinese consumers who have experience of purchasing products via internet shopping mall, then the results are used for statistical analysis. The results obtained by actual analysis are as follows. First, among three kinds of service quality(interaction quality, outcome quality, physical environment quality), interaction quality and outcome quality have statistically a positive effect on customer satisfaction respectively. Secondly, among three kinds of relationship quality, customer satisfaction and customer commitment have statistically a positive influence on customer loyalty. Thirdly, in mutual relationship of three kinds of relationship quality, customer satisfaction has statistically a positive effect on customer trust and customer commitment and customer trust has statistically a positive influence on customer commitment. Based on the results, a few points from the relationship marketing view shall be suggested for the companies running business on the rural chinese internet shopping mall.
#인터넷 쇼핑몰 #서비스품질 #관계품질 #고객충성도 #중국 농촌 소비자 #Internet Shopping Mall #Service Quality #Relationship Quality #Customer Loyalty #Rural Chinese Consumer

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References (36)

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?? / 2017 / ?析我??村?子商???因素 / 湖北???院?? (2) google schola ?勤 / 2015 / 我??村?子商??展的影?因素?究 / 物流工程?管理 (11) google schola ?欣雨 / 2016 / 技?接受模型在?南?村?子商?的?究?? / ?代商? (35) google schola Achrol, R. S. / 1991 / Evolution of the marketing organization : New forms for turublent environments / Journal of Marketing 55 (4) google schola Allen, N. J. / 1990 / The measurement and antecedents of affective, continuance and normative commitment to the organization / Journal of Occupational Psychology 63 (1) google schola

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