택배서비스 신뢰에서 전자상점에 대한 신뢰로의 전이 - 온라인 구전효과 조절적 역할의 관점에서

Trust Transfer between Small Package Express Services and Electronic Stores - A Perspective on Moderating Roles of Word of Mouth in Online Environments -

  택배서비스 업체의 마케팅 전략 수립과 거래하고 있는 전자상점과의 관계가 매우 중요한 요소로 볼 수 있다. 이에 본 연구는 택배업체에서 제공하는 서비스에 대한 이용자의 신뢰가 제휴되어 있는 전자상점에 대한 신뢰로의 전이를 살펴봄으로써 택배서비스 업체와 전자상점 간의 향후 전략적 고객 대응방안에 대한 시사점을 제시하고자 하였다. 또한 신뢰전이현상과 고객만족간의 관계에서 온라인 고객의 구전효과에 따라 그 효과가 어떻게 차이가 나는지를 검증함으로써 물류의 하드웨어적 측면보다는 서비스 질의 향상과 같은 소프트웨어 부문에 초점을 둔 고객이 요구하는 높은 수준의 서비스 제공방안에 대해 논의하고자 하였다.

&nbsp;&nbsp;The purpose of this study is to examine how trust transfer between small package express services and electronic stores affect customer satisfaction. This study develops a research model where customer satisfaction is affected by trust transfer between small package express services and electronic stores and also to investigate into whether these relationships varies according to the level of word of mouth in online surroundings.<BR>&nbsp;&nbsp;The 203 valid survey data were gathered from the users who have prior experiences in electronic shopping. The survey data are used to empirically test the proposed nine research hypotheses using PLS(partial least square). The PLS results indicate that service quality of small package express services have significant impacts on both trust toward small package express services and trust toward electronic stores as well as customer satisfaction. Further, trust toward small package express services and trust toward electronic stores are shown to have significant influence on customer satisfaction. In addition, the moderating effect of the level of word of mouth on these relationships are also significant.<BR>&nbsp;&nbsp;Based on our empirical results, we emphasize mutual cooperations between small package express services companies and electronic companies in order to develop establishment of trust. As the our moderating results are indicated, they also need to pay attention on online customer reviews. Thus, it is necessary for themselves to make lots of efforts to formulate effective marketing communication to build up trust respectively.