상품가치, 서비스품질, 쇼핑몰이미지가고객만족 및 애호도에 미치는 영향

The purpose of this study is to investigate critical factors affecting customer satisfaction and customer loyalty on the internet shopping mall. Critical factors affecting customer satisfaction and customer loyalty of the internet shopping mall suggested in this study are product value, service quality and shopping mall image. As moderating factor of the relationship between customer satisfaction and customer loyalty, switching barrier is suggested. Data are collected from 716 Internet shoppers by internet panel survey. This study analyzes the research model and hypotheses using structural equation model(SEM) and regression. The results are as follows: (1) customer satisfaction has been affected by product value, service quality and shopping mall image, (2) customer loyalty has been affected by customer satisfaction, and (3) the effect of customer satisfaction on customer loyalty has not been moderated by switching barrier. This results confirmed that customer satisfaction is strong antecedent of customer loyalty. Also, perceived product value is more important factor to influence the customer satisfaction among suggested ones. Finally, this study suggests several implications for improving customer satisfaction and customer loyalty in the internet shopping mall.