인터넷 쇼핑몰의 마케팅 프로그램이 고객 만족과 의도에 미치는 영향

The amount and growth rate of e-commerce is tremendous in Korea and elsewhere in the world. So, customer is adopting Internet as an emergent way of commercial transaction and company endeavors to build on-line shopping mall. The service quality is one of the key success factors for on-line shopping mall. However, there were little empirical researches on the customer satisfaction of the marketing program in the on-line shopping mall and its following response of customer. * Ph. D., College of Business Administration, Sogang University. ** SK Corporation. *** Lecturer, Department of Business Administration, Hannam University. The purpose of this study is to investigate customer satisfaction, word of mouth, and switching intention to the service quality, loyalty program and low pricing as a marketing program in the on-line shopping mall. The survey, based on questionnaire, was used to conduct this research. The data were collected and analyzed using SPSS 10.0 and structural equation model by Amos Version 4.0. The results of the study revealed that service quality, especially process quality, influenced significantly to the customer satisfaction, then customer satisfaction also influenced positively to the word of mouth and switching intention. Second, loyalty program did not enhance customer satisfaction significantly but did influence significantly to the customer's word of mouth and switching intention. Third, low pricing strategy influenced to the customer satisfaction directly. Finally, theoretical and managerial implications of developing loyalty program and service as a marketing strategy in the on-line shopping mall based on this study were discussed.