서비스 품질과 만족, 충성도 간의 관계연구

A Study on Correlation between Service Quality, Satisfaction and Loyalty: Focused on the Customers using Food Shopping Mobile Mall

The purpose of this research is to investigate with the relationship between service quality, satisfaction and loyalty in the food mobile shopping mall. We surveyed adults over 20 years of age who have purchased food with mobile trading for investigating the buying behaviors and factors of purchasing food. A total of 346 questionnaires were collected for two weeks from June 30 to July 13, 2017. 305 were used for the verification with excluding 19 untruthful answers (eg, same responses to all items) and 22 non-experienced mobile shopping malls. As a result, the service quality is composed of 8 sub - structures such as fulfillment, responsiveness, playfulness, usefulness, connectivity, design, ease of use, and reliability measured by 28 individual items. Some of service quality factors such as fulfillment, usefulness, ease of use, playfulness, and reliability affect satisfaction in mobile food shopping mall. Satisfaction also affects loyalty. This study has given to the shopping mobile mall's marketing for the academical use and practical implication.