온라인 증권거래시스템의 e-서비스 품질 및 관계품질이 고객만족과 재이용의도에 미치는 영향에 관한 연구 -전환장벽을 중심으로-

Examining the recent expansion of online service to the financial markets, it is evident that there's a change in the essence of providing service from an offline to an online environment. Following this trend, we need to measure the quality of service provided by online service and establish a customer focussed marketing strategy based on the study of the relationship between customer satisfaction and second time purchase. This study was designed to verify the effects of HTS service quality based on e-SQ and relationship quality on customer satisfaction and the effects of customer reuse-intention, then to suggest how to establish desirable marketing strategies to improve customer orientation in online stock industry, assuming that switching barriers adjust the relationship among HTS service quality, customer reuse-intention. In order to do this, we have selected and analyzed a research model from Zeithaml et al.(2000) study on the theoretical model of e-SQ and other existing studies on online service quality. We found that through our analysis of research models, relationship quality's mutual point of action factor and the professionalism factor have an effect on customer satisfaction, and among the e-Service quality factors, materiality factor, security factor, price factor, and the customization factor have the most effect on customer satisfaction. Second, we found that among the conversion barrier factors, the human relationship factor has a control effect on customer satisfaction through e-SQ and the relationship quality's mutual point of action. In conclusion, in the e-SQ research on online trading, the study of e-SQ dimension construction and the human relationship between customer satisfaction and second time customers produced a meaningful result and promises for further application of the developed measurement. Also, we expect that among relationship quality's mutual point of action and professionalism factor, the human relationship factor's control effect from the conversion barrier factor provides for a plan for the maximization of marketing strategy in HTS.