Due to the development of information and communication technology, e-commerce has formed another market different with the traditional marketplace. Particularly the e-commerce, which is based on the Internet, is growing day by day along with the diff...
Due to the development of information and communication technology, e-commerce has formed another market different with the traditional marketplace. Particularly the e-commerce, which is based on the Internet, is growing day by day along with the diffusion of the Internet.
Internet shopping mall is a typical example of the Internet-based e-commerce. Internet shopping mall means a virtual store, in which consumers can purchase goods in a virtual space created on the Internet.
Recently in Korea and China, the development of open markets is keeping away from the tough internet shopping conditions, while evolving a free open market at the same time. Open market transactions is a new way of commerce for both buyers and sellers in a manner that operate directly on the Internet.
The traditional Internet shopping mall is supplied by providers of products and sells directly to buyers, while the open market can conduct the purchase of commerce without the sale items. Open market is not just an online marketplace, but also a place that certifies whether the transactions is happen, At the same time, the open market is also performing a role that resolving the disputes between the seller and the buyer to ensure that Internet transactions are safe.
Along with the increasing number of Internet open market, the competition between the cyber store and the enlargement of fixed customers has become the most important issues. Furthermore, the empirical research on the open market between Korea and China are still very few now.
Under this background, the purposes of this study are as follows.
First, by comparing the status of open markets in both Korea and China, the study analyzes the problem and then finds ways to the future development of open markets.
Second, comparing with the revenue and the survival in the open market, sustaining some loyal customer is the most important thing. Based on previous literature, the study build the research model and make the assumptions by focusing on the relationship between service quality and information quality, customer satisfaction and loyalty respectively.
The results of this study are to enhance the customer satisfaction in open market for ensuring the high levels of customer loyalty, profitability and provide an implication as well.
The empirical results and implications can be summarized as follows.
First, the impact of information quality, customer satisfaction in open market in Korea is larger than China. Therefore, the open market operators in Korea should provide more precise site information than in China.
Second, there are no significant results between switching costs and customer satisfaction in Korea. In contrast, the relationship between satisfaction and switching costs in Chinese open market is positive. Therefore, the customer loyalty will be increased if the switching costs in China can be restricted.
Third, Both the Korea and China have the positive effect on the customer satisfaction and customer loyalty. Therefore, the customer satisfaction can be improved according to the development of service quality and product quality, which is also the key factor that securing and maintaining loyal customers in open market.
Key words: Internet open market, Service quality, Customer satisfaction, customer loyalty.
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