인터넷 쇼핑몰에서 서비스 회복 공정성이 고객의 만족과 재구매 의도에 미치는 영향: 오픈마켓과 종합 인터넷쇼핑몰을 중심으로
The Influence of Service Recovery Fairness on Customers' Satisfaction and Intention to Repurchase: Focused on Purchasing Fashion Product at the Open Market and General Internet Shopping Mall
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초록
The purpose of this study is to classify the service recovery fairness of internet fashionshopping mall depending on the type of shopping mall into 3 levels, and analyze theirinfluence on customers' satisfaction and intention to repurchase. Data were collected from271 customers who had made a complaint or raised a question about service among thecustomers, and was analyzed through AMOS 7.0. For hypothesis testing, a research modelwas set up in the form of structure equation model, and its suitability was investigated. The results of this research can be summarized as follows: First, in relation to the servicerecovery fairness at internet shopping mall, only the consequential fairness has ameaningful relationship with customer satisfaction. Second, it has been shown that thehigher the customers' satisfaction with internet shopping mall, the more positive influenceit has on intention to repurchase. Third, it has been shown that the influence of servicerecovery fairness on customers' satisfaction and intention to repurchase has a meaningfuldifference depending on the type of internet shopping mall. In other words, it has beenshown that customer satisfaction is higher at open market than general internet shopping mall. In addition, it has been shown that in open market, only the consequential fairnesshas a meaningful influence, therefore it will be more effective to strengthen a strategyfocused on economical rewards than other fields.
Abstract
The purpose of this study is to classify the service recovery fairness of internet fashionshopping mall depending on the type of shopping mall into 3 levels, and analyze theirinfluence on customers' satisfaction and intention to repurchase. Data were collected from271 customers who had made a complaint or raised a question about service among thecustomers, and was analyzed through AMOS 7.0. For hypothesis testing, a research modelwas set up in the form of structure equation model, and its suitability was investigated. The results of this research can be summarized as follows: First, in relation to the servicerecovery fairness at internet shopping mall, only the consequential fairness has ameaningful relationship with customer satisfaction. Second, it has been shown that thehigher the customers' satisfaction with internet shopping mall, the more positive influenceit has on intention to repurchase. Third, it has been shown that the influence of servicerecovery fairness on customers' satisfaction and intention to repurchase has a meaningfuldifference depending on the type of internet shopping mall. In other words, it has beenshown that customer satisfaction is higher at open market than general internet shopping mall. In addition, it has been shown that in open market, only the consequential fairnesshas a meaningful influence, therefore it will be more effective to strengthen a strategyfocused on economical rewards than other fields.
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