Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Impact of Customization of TV Home Shopping Mobile Applications on Service Quality and Customer Loyalty

TV 홈쇼핑 모바일 애플리케이션의 고객화가 서비스 품질 및 고객충성도에 미치는 영향에 대한 연구

  • Received : 2019.02.07
  • Accepted : 2019.03.26
  • Published : 2019.06.30
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Abstract

Purpose: We examine the impact of Customization of TV Home Shopping Mobile Applications on Service Quality and Customer Loyalty. Methods: We collect data by using survey and proposed relationships between latent variables using Structural Equations Modeling. Results: We find that Customization of TV Home Shopping Mobile Applications positively affect Service Quality and Customer Loyalty. In addition, service quality work as a mediate variable between Customization with Customer Loyalty. Conclusion: Our findings explain the significant relationships between each variables and hence it is necessary to consider Customization and Service Quality in order to achieve desired goal of enhancing business performance through mobile applications.

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References

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