소셜커머스 서비스의 품질, 고객만족, 재구매의도 및 구전의도간의 관계

Abstract

Social commerce is an attractive market continuing to grow worldwide. As the size of the market is growing, participants are also increasing gradually. As both market entry and exit are free, the social commerce market has become both a new opportunity and another threat for companies. Previous studies found that there is the gap between expectations and perceived performance of social commerce service quality and they have not adequately addressed. We studied the service quality of social commerce based on the expectation–disconfirmation theory. This study examined the relationship among social commerce service quality, customer satisfaction, repurchase intention, and word-of-mouth intention. We also investigated how service quality’s effects on expected customer satisfaction differ from perceived customer satisfaction. We provide an expectation model, a perceived performance model, and the gap model, which is a new approach to analyzing service quality factors that affect the difference between customer expectation and perceived performance. We showed that the results of the expectation model differ from the results of the perceived performance model. We also found that in the gap model, the service quality gap between expectation and perceived performance affects the gap between expected and perceived customer satisfaction.