e-서비스 품질과 관계품질이 마케팅성과에 미치는 영향

A Study on the Effect of Financial Service's e- Service Quality and Relation Quality on Marketing Result in Korea

The purpose of this study is to develop and examine e-SQ from a hometrading system(HTS) perspective and take a closer examination on the cause and effect relationship between customer satisfaction and customer loyalty. Through our research , we present the following results. First, We have determined that there are seven dimensions(32 variables) of the e-SQ dimensions that can be applied to HTS: confidence, responsiveness, flexibility, the ease of usage, security, price and customization. Second, the study examines e-Service Quality from measurement filtering and the dimension concepts of e-SQ and the applicability of it in the hometrading industry. Third, We found that through our analysis of research models, relationship quality's mutual point of action factor and the professionalism factor have an effect on customer satisfaction, and among the e- SQ factors, materiality factor, security factor, price factor, and the customization factor have the most effect on customer satisfaction. Also customer satisfaction factor has an effect customer loyalty.