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동아시아경상학회 East Asian Journal of Business Economics East Asian Journal of Business Economics 제7권 제1호
발행연도
2019.1
수록면
1 - 16 (16page)

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The growth of online shopping is expected to continue for a while, given that the current mobile usage continues to increase, since the major driving force of its rapid growth is the increase in mobile shopping. Especially regarding fresh food, online sales was difficult to be activated because it is not only sensitive to freshness, but also impossible to be standardized. However, online sales of fresh food is on the rise, departing from the way of purchasing fresh food offline, by gradually securing customers’ trust by recently improving online fresh food service through dramatic improvement of the delivery system, operation of high-quality service systems, implementation of the real name system for producers, and more. In particular, the development of the O2O(Online to Offline) business model, a new business that has recently combined online and offline, has allowed fresh food to capture the attention of retailers as a core product group. So, significant growth is expected from this field as well. Fresh food accounts for a small portion of total online shopping, but its growth potential is worthy of notice. This study was conducted based on the judgment that it is appropriate to maximize the profit of online fresh food industry by identifying factors that exert positive influence on the e-loyalty of online fresh food shopping malls. In online environments, customers seek good services of high quality and reasonable purchases, and their preferences and demands are becoming increasingly diverse. Therefore, this study used e-service quality and e-CRM as independent variables that can meet those customers’ needs and aimed to verify their effect on e-loyalty with satisfaction and commitment as mediators. To achieve the above-mentioned study purpose, a primary analysis was performed on the concept of online fresh food shopping mall. According to the analysis, in an online fresh food shopping mall, there are no limitations in time and space when purchasing products online, and it is a virtual shop in which customers can buy and sell goods at a reasonable cost. Online fresh food shopping mall was defined as a form that creates profit by selling to customers based on quality of freshness and safety of hygienic packaging via distribution that maintains the freshness of fresh food, which is defined as agricultural, marine, and livestock products and dairy products that require refrigeration and distribution at low temperatures unlike other common processed goods. As the results indicated that trust in sellers is essential in the fresh food industry, and that satisfaction with purchase is driven by the establishment of mutual trust through bidirectional communication, it has been suggested that e-service quality and e-CRM provided to customers by online fresh food shopping malls can ultimately improve e-loyalty by strengthening customer satisfaction and commitment. In addition, based on the analysis of previous researches, the component factors of e-service quality were derived as convenience, reliability, and technicality, and for e-CRM, they were service, marketing, and sales. To verify the above-mentioned point empirically, questionnaire work was performed to calculate statistical values. The results of verifying the hypothesis of this study are as follows. The convenience, reliability and technicality of e-service quality had a significant positive effect on satisfaction, and the convenience, reliability and technicality of e-service quality all had a significant positive effect on commitment. Also, marketing and sales of e-CRM had a significant positive effect on satisfaction, whereas service was rejected. On the other hand, the service of e-CRM service had a positive effect on commitment, but the relationship with marketing and sales was rejected. However, it was verified that satisfaction has a significant positive effect on commitment, and satisfaction has a significant positive effect on e-loyalty. Finally, a conclusion was drawn that commitment has a significant positive effect on e-loyalty. Therefore, it proved a large portion of the hypothesis that e-service quality and e-CRM ultimately enhance e-loyalty by strengthening satisfaction and commitment is reasonable. The results of this study implies that future online fresh food shopping malls should not only focus on the convenience, reliability, and technicality of e-service quality to obtain customers’ satisfaction, but also develop the component factors of e-service intensively until they are committed to the website to promote their e-loyalty to online fresh food shopping malls. Also, they should focus on conducting customer-specific marketing and improving the accuracy of providing product information suitable for each customer by making use of customers’ databases in terms of customer management in order to allow customers to purchase fresh food in a timely manner, thereby achieving customer satisfaction. In this purchase process and in after service, service of high quality should be supported so that customers can experience commitment as well so that their e-loyalty to the respective online fresh food shopping mall can also be strengthened. If new trends that fit the future industry continue to be reflected strategically in the process of pursuing such e-service quality and e-CRM in the future, it will significantly contribute to extensive research on the factors that influence e-loyalty of future online fresh food shopping malls.

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참고문헌 (31)

참고문헌 신청
Allen, N. J. / 1990 / The measurement and antecedents of affective, continuance and normative commitment to the organization / Journal of occupational psychology 63(1):1~18 google schola Asim, M. / 2005 / E-loyalty : Companies secret weapon on the web / Luleå Technology 1(3):11~25 google schola Bitner, M. J. / 1990 / Evaluating service encounters : the effects of physical surroundings and employee responses / Journal of marketing 54(2):69~82 google schola Blackwell, R. D. / 2001 / Consumer Behavior / Dryden Press google schola Chae, J. / 2001 / A study on the e-CRM implementation strategy using information technology internet / Business Research 2(2):111~134 google schola

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