On the Characteristics of Frequent Customers in the Internet Shopping Mall  

Oleh:

Cho, Chul-Ho ; Kang, Byung–Suh

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-12.
Topik: Internet shopping mall; Customer relationship; Customer satisfaction; Frequenter; Path Analysis
Fulltext: KSQM_Byung_Suh_Kang_On_the_Characterstics_of_Frequent_Visito.pdf (232.4KB)

Isi artikel

A path analysis was applied to examine the causal relationships among antecedent quality factors, customer satisfaction, and repurchase intention in the small-sized, fashionspecialized internet shopping mall. The purposes of this study included comparing the features of the two groups(frequent and non-frequent customers) by employing path analysis and identifying the characteristics of frequent buyers in the model. Results of this study were found as follows: Firstly, the trust with frequenters served an important role as a moderating variable in research model. Secondly, we found the gap of loyalty between non-frequent and frequent customer. Therefore, in order to get the higher level of customer loyalty and company performance, shopping mall managers should pay attention on reinforcing precedent quality factors with trust, and fulfill differential marketing strategy for frequent customers.

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