Today, market is moving away from offline mode, but it is approaching consumers without limit of time and place. It also as well as doubles the size of offline and online operation at the same time. As the number of Internet virtual stores increases, competition among companies as well is intensifying. Therefore, in the case of the internet shopping industry, customer satisfaction and trust should be important factors by strengthening customer relationship, so that internet shopping companies can survive in a competitive environment. In the future, research on e-service quality, which can play an important role in establishing a positive attitude toward Chinese overseas online direct shopping malls and further improving their customer loyalty, will be significant.
The purpose of this study is to investigate the relationship between e-service quality components (convenience, assurance, responsiveness, privacy), trust and customer satisfaction. In addition, the effect of trust and customer satisfaction on e-loyalty will be examined.
As a survey method for this study, 500 questionnaires were collected from online and questionnaires and a direct questionnaires for internet shopping mall users from May 1 to August 22, 2017. However, 60 questionnaires among 500 were excluded in the analysis. and 440 were used as empirical data for the research hypothesis test. The analysis results are summarized as follows.
First, research hypothesis H1 is a hypothesis for studying the relationship between e-service quality variables (convenience, certainty, responsiveness, privacy) and trust in internet shopping malls. The results showed that the four variables of e-service quality had a positive effect on the formation of trust. In other words, systematic information provision, rapid response, safe payment method, friendly response and problem solving ability increase trust.
As a result of hypothesis H2, the four dimensions of e service quality have a positive effect on customer satisfaction. This result showed that managers must continually improve site quality to increase customer satisfaction. Third, research hypothesis H3 is a hypothesis for studying the relationship between trust and customer satisfaction. The result showed that customer satisfaction is enhanced by delivering reliable services. Lastly, research hypotheses H4 and H5 are hypotheses for studying the effect of trust and satisfaction on internet shopping malls on future e-loyalty. In the study, trust and satisfaction on internet shopping mall showed a positive effect on e ? loyalty.
Based on the results of this study, this paper also proposes some managerial implications. First, these four elements(convenience in service provision, trustworthiness, responsiveness, privacy) are indispensable factors that should not be eliminated in the direction that the website service should pursue. Second, therefore, marketing managers must strive for a marketing strategy that will further enhance the quality of service quality of the website. Lastly, the addition of distinctive quality of service for these service factors should be made.