Investigating Antecedents and Consequence of Web Customer Satisfaction in the Hospitality Industry

서지정보

· 발행기관 : 대한관광경영학회
· 수록지 정보 : 관광연구 / 24권 / 4호 / 1 ~ 20페이지
· 저자명 : 현성협, 차석빈

초록

The purpose of this research was to examine key antecedents and the consequence of web customer satisfaction. Based on the literature review, a structural model composed of five constructs was proposed. To test the proposed model, data from 384 respondents with high-level Internet skills, representing a 41.42 percent response rate, were analyzed. Structural equation modeling analysis was conducted with AMOS 6.0 software to check causal relationships among five constructs. Data analysis supports that web customer satisfaction has three determinants: (1) information quality satisfaction, (2) system quality satisfaction, and (3) e-service quality. Among the three antecedents, e-service quality has a stronger impact on web customer satisfaction than any other determinants have. Additionally, a strong positive relationship between web customer satisfaction and trust was found, indicating that web customer satisfaction is a key determinant of trust formation in e-marketing. Lastly, based on testing the rival model, it was found that information, quality, system quality, and e-service quality influence trust formation process; however, that impact is mediated by web customer satisfaction. Possible interpretations and managerial implications are suggested.

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