전자상거래의 고객기반서비스, 고객 만족도, 신뢰도 간의 영향 연구: 고객 만족도 매개효과 연구

This research examines the effects of CSA(Customer-based Service Attribute including information, convenience, communication) and customer satisfaction on trust. Especially, the purpose of this paper is to empirically investigate customer satisfaction mediating the relationships between Customer-based Service Attribute(information, convenience, communication) and trust. The data is collected from 229 university students and the structural equation modeling procedure is used to test the proposed research model. The results of this research suggest that first, Customer-based Service Attribute(information, convenience, communication) positively influences customer satisfaction, but Customer-based Service Attribute(convenience and communication) does not have a direct effect on trust. Second, customer satisfaction has a significant impact on trust. Finally, customer satisfaction mediates the relationship between Customer-based Service Attribute(information, convenience, communication) and trust. Therefore, this study confirms the important role of Customer-based Service Attribute(information, convenience, communication) in e-commerce firms. The statistical results show Customer-based Service Attribute(information, convenience, communication) implementation to be a viable means of increasing customer relationship satisfaction and trust in e-commerce firms. This study contributes to the existing literature by exploring the causal effect of Customer-based Service Attribute on consumer perceptions about satisfaction and trust with the online services of tourism e-commerce firms.