인터넷 쇼핑몰에 대한 이용고객의 충성도와 불평행동과의 관계

According to many scholars recently carrying on research works as to customer's reactions on marketing strategy, customer loyalty is the more important and the effect of complaining behavior is the more pervasive in the case of on-line market than off-line market. Very few research works, however, have been carried on about the verification of the antecedent variables of customer's loyalty and complaining behavior, and the causal relationships of these factors. This thesis is aimed at model-building and its verification on the subject of customers' loyalty and complaining behaviors. At first, questionnaire method was used on the subject of customers' satisfaction, trust, Complaining settlement, customer loyalty, and their complaining behaviors, and then data from this questionnaire proceeding were verified by using LISREL. Consequently, it was proved that customer loyalty is significantly influenced by such factors as customers' satisfaction, trust, and complaining settlement in internet shopping mall. Customers' satisfaction and trust were proved to affect customer loyalty positively, and low expectance of complaining settlement to affect customer loyalty negatively. It was also proved that high customer loyalty affects private complaining behavior positively, but it affects public complaining behavior negatively. The implications and further researches are discussed based on the results.