전자상거래 고객응대의 특성에 관한 연구 - 즉각성과 적시성을 중심으로

A Study on the Attributes of Customer Response on Electronic Commerce : Immediacy and Timeliness

&nbsp;&nbsp;In traditional commerce, positive customer reaction occurs actively; however, in electronic commerce(B2C), customer reaction stays in its low stage. Most of the electronic commerce models use e-mail or bulletin boards so practically, it is hard that customer response or information service can be immediate and timely. Therefore, this research has started with its goal to improve the current environment of customer satisfaction and brought out some meaningful results.<BR>&nbsp;&nbsp;This research is based on the former research theory that in traditional commerce, customer satisfaction results in positive customer response. Also, other theories such as communication productiveness and information traits were referred to. With basic theories above, this research describe ways to bring out customer satisfaction in electronic commerce environment and applicable “Immediate Customer Response and Information Service(Immediacy)" and “Timely Customer Response and Information Service(Timeliness)” of Customer Reaction Encouragement Model.