The Effect of Relationship Orientation Factors on Customer Satisfaction and Customer Loyalty in Internet Shopping Malls

인터넷쇼핑몰에서 관계지향성 요인이 고객만족과 고객충성도에 미치는 영향

The purpose of this study is to examine the effect of relationship orientation factors on customer satisfaction and loyalty in Internet shopping malls. Based on previous exploratory work and a review of the literature of relationship marketing, six key factors of relationship orientation construct are identified: trust, bonding, communication. shared value. empathy and reciprocity. And a conceptual model is developed and seven research hypotheses are empirica1ly examined using structural equation modelling. The results show that bonding, shared value and reciprocity has statistically significant effect on the trust of online customers and trust has a positive influence on customer satisfaction and loyalty in Internet shopping malls. Theoretical. managerial and research implications are discussed.