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The Effects of a Coffee Shop Franchise's e-Service Quality on Long-term Orientation, Consumer Commitment and Satisfaction

The purpose of this research was to investigate whether e-service quality had influence on long-term orientation, consumer commitment, and satisfaction. The current findings were as follow. First, the lower dimension concepts of e-service quality, reliability, tangibility had a significant influence on customer commitment, and responsiveness had a significant negative influence. On the other hand, aesthetics did not have a significant influence on customer commitment. Secondly, aesthetics had a significant influence on long-term orientation, but reliability, tangibility, responsiveness did not have a significant influence to long-term orientation. Thirdly, reliability, tangibility, aesthetics had a positive influence on customer satisfaction. however, responsiveness had a negative influence. Therefore, the third hypothesis was selected. Fourthly, customer commitment had a significant positive influence on customer satisfaction, but customer commitment and customer satisfaction had a negative influence on long-term orientation. Based on the study results, the following scientific implications were suggested. First, the most significant scientific implication is that the possibility of application and expansion of the theory has been proven. Second, while most researches have dealt upon the research of a single variable, this research has investigated upon segmented relationships between multiple variables such as customer commitment, customer satisfaction, long-term orientation, and etc. upon with e-service quality.

Abstract

1. Introduction

2. Results and Conclusions

References

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