인터넷서적 구매사이트에서 기업의 관계노력이 고객의 미래행동의도에 미치는 영향: 만족, 신뢰, 몰입의 매개역할

This study was to examine the effect of relational efforts (mail, special treatment, communication, and reward) on relationship quality (customer satisfaction, trust, commitment), and behavioral intentions (repurchase intentions and word-of-mouth). And identify the mediating roles of relationship quality in the relationships between relational efforts and behavioral intentions. The results are as follows: First, special treatment and reward had an effect on customer satisfaction, but did not have an effect on trust. However, this study shows that special treatment and reward had an indirect effect on trust, commitment, repurchase intentions, and word-of-mouth through the mediating role of customer satisfaction. Second, customer satisfaction and trust had an effect on commitment, which in turn lead to repurchase intentions and word-of-mouth. This results show that Internet books site marketers should emphasis on increasing commitment which is necessary to lead to repurchase intention and word-of-mouth. Also, this study demonstrates that customer satisfaction and trust play in building customer commitment.