전자상거래에서 택배서비스가 고객만족에 미치는 영향에 관한 실증연구

The Effects of the Parcel Service on Customer Satisfaction in E-commerce

Recently the parcel service is becoming more and more important in terms of e-commerce. An important factor in e-commerce shopping is the parcel service. Nevertheless, many scholars and researchers are overlooking the role of parcel service in the e-commerce shopping. Most studies have focused only on the capability of e-commerce companies without considering the capacity of parcel services companies. This paper is intended to examine how the parcel service quality takes an effect on customer satisfaction in terms of e-commerce. First of all, I undertook a review of previous studies related to parcel service quality and customer satisfaction. And I made survey research with the customers who had experienced the parcel service. A total of 121 valid questionnaires were gathered. Based on this, I apply the moderated regression analysis. As a result, it shows that the moderating effects of the parcel service quality are statistically significant on customer satisfaction and e-commerce service quality. Especially, a safety parcel service is more important than its quickness ㆍ reliability and kindness. Therefore, e-commerce companies need to be aware of the value of parcel service quality rather than cost. Implications of these results for future research and practice as well as the current study's limitations are discussed.