International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effect of Delivery Service Quality in Online Shopping Mall on Customer Value, Customer Trust, and Relationship Persistence Intention

  • ENKHTSETSEG ENKHTUYA (Department of Business Administration, Graduate School of Business and Public Admistration, Mokpo National University) ;
  • Min Jung Kang (Department of Business Administration, Mokpo National University)
  • Received : 2024.01.03
  • Accepted : 2024.02.03
  • Published : 2024.02.29
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Abstract

This study investigated the effect of the delivery service quality of Mongolian online shopping on the customer value, customer trust, and relationship persistence intention of Mongolian consumers. Through this, the purpose of this study is to understand the priorities of the quality conditions of delivery services (accuracy, economy, information, safety, tangibility, etc.) that Mongolian consumers value. The empirical analysis results of this study are as follows. First, the effect of delivery service quality on the intention to continue the relationship showed partially significant results. In other words, economics, information, and safety, excluding accuracy and tangibility, influenced the intention to continue the relationship. Second, the effect of delivery service quality on customer value was partially significant. In other words, accuracy, economy, safety, and tangibility, excluding informativity, influenced customer value. Third, the effect of delivery service quality on customer reliability was partially significant. In other words, economics, safety, and tangibility, excluding accuracy and informativity, influenced customer reliability. Fourth, the hypothesis of customer value on customer reliability was adopted, followed by the hypothesis of customer value on relationship continuity intention. Finally, the hypothesis of customer reliability on relationship continuity intention was adopted.

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References

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