소셜커머스 서비스품질이 고객만족에 미치는 영향
The Effect of Service Quality on Customer Satisfaction in Social Commerce Market
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Recently, ‘Social Commerce’ has shown such a rapid growth along with the development of social media such as ‘Twitter’and ‘Facebook.’ Yet, with the quantitative growth, some problems regarding consumer dissatisfaction has constantly occurred. It is essential for the enterprises to study and reflect a customer satisfaction about goods and service they provide regarding the characteristic of the social commerce scientifically and actively. So, this study measures service quality of social commerce market using SERVQUAL model which was established by Parasuraman (1985). The impact on customer satisfaction was analysed using multiple regression analysis. As a result of the analysis, we found that the tangibility and empathy are important factors for service quality in the social commerce market.
Abstract
Recently, ‘Social Commerce’ has shown such a rapid growth along with the development of social media such as ‘Twitter’and ‘Facebook.’ Yet, with the quantitative growth, some problems regarding consumer dissatisfaction has constantly occurred. It is essential for the enterprises to study and reflect a customer satisfaction about goods and service they provide regarding the characteristic of the social commerce scientifically and actively. So, this study measures service quality of social commerce market using SERVQUAL model which was established by Parasuraman (1985). The impact on customer satisfaction was analysed using multiple regression analysis. As a result of the analysis, we found that the tangibility and empathy are important factors for service quality in the social commerce market.
참고문헌 (16)
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