Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
권호 표지

A Dynamic Resource Allocation on Service Quality of Internet Shopping-mall

인터넷 쇼핑몰의 서비스 품질에 대한 동태적 자원배분 의사결정

  • Published : 2005.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzes the Internet utilization pattern of customer by comprehensively investigating the previous studies on the behavior pattern of customer in terms of Internet business. Based on the analysis, this study develops research framework that supports strategic decision-making for resource allocation in Internet business. Such research framework would be helpful for providing the typology of Internet business model that can be specialized by each industry. As a result of the simulation analysis, it was found that the optimal resource allocation portfolio providing maximum profits to the Internet bookstore involves large-scale investment on delivery service and customer support service which are the key factors for post-purchase customer satisfaction, regardless of the growth pattern or size of Internet bookstore market. Consequently, from the above analysis, the investment ratio of resources for the profit maximization of Internet bookstore was drawn. Conclusively, based on the comprehensive examination of the results, this study provided a framework for dynamic resource allocation decision-making, and proposed a management strategy which allows consumers to shop under more favorable environment, and simultaneously enables the Internet bookstore to accomplish management objectives such as continuous growth and profit maximization.

Keywords

References

  1. 김희웅, 곽상만(2000), '시스템 다이나믹스를 이용한 지식 기반 의사결정', IE Interfaces, 13권, 1호, March, pp. 17-28
  2. 상공회의소 홍보실, '인터넷 쇼핑몰의 구매형태와 시사점 조사', 대한상공회의소, 2004
  3. 홍동표 외 6인, '국내 인터넷 쇼핑시장 분석 및 전망', 정보통신정책연구원, 2004
  4. 한국능률협회컨설팅 (2005), '콜센터 서비스품질 지수(KSQI) 조사'
  5. 한국능률협회컨설팅 (2004-2005), '한국산업의 인터넷 파워 (KWPI)조사'
  6. 미디어 채널, '랭키리포트', http://www.rankey.com/rankey_magazine/magazine_report.php
  7. Barnes, S. J. and Vidgen, R.(2001), 'An Evaluation of Cyber Bookshops: The Web-qual Method', International Journal of Electronic Commerce, Vol. 6, No.1, pp. 11-13
  8. Bass, F. M., Krishnan, T., and Jain, D. (1994), 'Why the Bass Model Fits Without Decision Variables', Marketing Science, Vol. 13, No.3, pp. 203-223 https://doi.org/10.1287/mksc.13.3.203
  9. Berthon, P., Pitt, L. F., and Watson, R. T. (1996), 'The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency', Journal of Advertising Research, Vol. 36, No.1, pp. 43-55
  10. Bianchi, C. and Bivona, E.(2000), 'Commercial and Financial Policies in Family Firms: The Small Business Growth Management Flight Simulator', in Simulation and Gaming, Vol. 31, No.2, pp. 197-229 https://doi.org/10.1177/104687810003100206
  11. Brynjolfsson, E. and Smith, M. D.(2000), 'Friction less Commerce? A Comparison of Internet and Conventional Retailers', Management Science, Vol. 26, No.4, April, pp. 563-585
  12. Dholakia, U. M. and Rego, L. L.(1998), 'What Makes Commercial Web Pages Popular?', European Journal of Marketing, Vol. 32, No. 7/8, pp. 724-736 https://doi.org/10.1108/03090569810224119
  13. Halstead, D.(2002), 'Negative Word of Mouth: Substitute for or Supplement to Consumer Complaints?', Journal of Consumer Satisfaction, Dissatisfaction and Complain Behavior, Vol. 15, pp, 1-12
  14. Harrison-Walker, L. J.(2001), 'The Measurement of Word-of-mouth Communication and Investigation of Service Quality and Customer Commitment as Potential Antecedents', Journal of Service Research, Vol. 4, No.1, pp. 60-75 https://doi.org/10.1177/109467050141006
  15. Hoffman, D. L., Novak, T. P., and Perlta, M.(1998), 'Building Consumer Trust in Online Environments: The Case for Information Privacy', Communications of ACM; Vol. 42, No.4, pp. 80-85 https://doi.org/10.1145/299157.299175
  16. Huizingh, E. K. R. E.(2000), 'The Content and Design of Web Sites: An Empirical Study', Information and Management, Vol. 37, pp. 123-134 https://doi.org/10.1016/S0378-7206(99)00044-0
  17. Javenppa, L. S. and Todd, P. A.(1997), 'Consumer Relations to Electronic Shopping on the World Wide Web', International Journal of Electronic Commerce, Vol. 1-2, pp. 59-88
  18. Mentzer, J. T., Daniel, J. F., and Hult, G. M. T.(2001), 'Logistics Service Quality as a Segment-customized Process', Journal of Marketing, Vol. 65, Iss. 4, pp. 82-105 https://doi.org/10.1509/jmkg.65.4.82.18390
  19. Kirkwood, C. W.(1998), 'System Dynamics Methods: A Quick Introduction,' System Dynamics Resource Page, Arizona State University
  20. Lin, J. C. and Lu, H.(2001), 'Towards an Understanding of the Behavioural Intention to Use a Web Site', International Journal of Information Management, Vol. 38, pp. 217-230 https://doi.org/10.1016/S0378-7206(00)00061-6
  21. Novak, T. P., Hoffman, D. L., and Yung, Y.-F.(2000), 'Measuring the Customer Experience in Online Environments: A Structural Modeling Approach', Marketing Science, Vol. 19, No.1, pp. 22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  22. Morganosky, M. A. and Cude, B. J. (2000), 'Consumer Response to Online Grocery Shopping', International Journal of Retail and Distribution Management, Vol. 28, No. 1, pp, 17-26 https://doi.org/10.1108/09590550010306737
  23. Singh, J. and Sirdeshmukh, D.(2000), 'Agency and Trust Mechanisms in Consumer Satisfaction and Loyal Judgements', Academy of Management Science, Vol. 28, pp. 150-167
  24. Sirrka L. J. and Todd, P. A.(1997), 'Consumer Reactions to Electronic Shopping on the World Wide Web', International Journal of Electronic Commerce, Winter 1996-97. Vol. 1, No.2. pp. 59-88
  25. Sterman J. D.(2000), Business Dynamics : Systems Thinking and Modeling for a Complex World, Irwin McGraw-Hill: Boston
  26. Voss, G. B., Parasuraman, A., and Grewal, D. (1998), 'The Roles of Price, Performance and Expectations in Determining Satisfaction in Service Exchanges', in Journal of Marketing, Vol. 62, Oct. pp. 46-61
  27. Yaman BARLAS(1989), 'Multiple Tests for Validation of System Dynamics Type of Simulation Model', European Journal of Operational Research, Vol. 42, pp. 59-87 https://doi.org/10.1016/0377-2217(89)90059-3
  28. Zellweger(1997), 'Web-based Sales: Defining the Cognitive Buyer', Electronic Market, Vol. 7, No.3, pp. 10-16 https://doi.org/10.1080/10196789700000030