온라인 구매의 물류서비스 품질에 따른 소비자 만족:해외직접구매와 국내구매와의 비교를 중심으로

초록

The objectives of this research is to identify antecedents of logistics service quality of online purchase on customers’ satisfaction. More importantly, by comparing between overseas purchase and domestic purchase, this study attempts to validate a difference of logistics service quality factors. For data analysis, 389 questionnaires are collected from users who have an experience on both overseas and domestic purchase in the Internet. According to our data analysis results, timeliness, order process, condition of goods except for informativity have an effect on satisfaction of logistics company and satisfaction of logistics company has an effect on satisfaction of sales company. Also this study empirically confirms the difference of logistics service quality factor between oversea purchase and domestic purchase in the internet. This study draw four antecedents that affect four logistics service quality in online purchase as well as customer satisfactions on logistics and sales company. This research also provide implications that managers of logistics company need to consider the different service between oversea and domestic online purchase when establishing customer satisfaction strategy.

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