온라인 쇼핑몰에서 고객 충성도에 대한 e-CRM의 효과

초록

Online shopping as a type of electronic commerce(e-Commerce) is defined as the process consumers go through to purchase products or services over the Internet. As the business is moving toward “online”, it is become an opportunity for business to use Internet as a tool for customer relationship management(CRM/e-CRM) in order to maintain existing customers while attracting new customers and enhancing the customer loyalty. This research focuses on the reaction of the loyal customer in online shopping, which examines how the customer loyalty affects repurchasing intention, price sensitivity, and Word-of-Mouth. Based on the theoretical model, we formulated and tested a set of hypotheses empirically. The results of this research indicate that e-CRM successfully enhanced the customer loyalty indirectly through trust, customer satisfaction, and perceived value. The customer loyalty also influenced high-level participation of repurchase intention, positive Word-of-Mouth, and the price sensitivity. Finally, the paper discusses the theoretical and managerial implications.

키워드