면세점 기업의 e-비즈니스 마케팅 서비스 품질이 브랜드 이미지와 고객만족에 미치는 영향

Abstract

With the development of the Internet, the recent increase in the use of smart phones has brought about changes in the form of shopping activities of tourists and this is also seen through the duty free shopping. Rather than using off-line duty free shops in a busy schedule, purchases of duty-free items in advance through the e-business environment and pick-up shopped items before departure are increasing. In the low growth of existing distribution channels such as large discount stores and department stores, duty-free consumption, which has emerged as a new consumption trend, is expected to have a greater effect on the transfer of new distribution channels. This year, the steep recovery in the domestic duty-free shop led to a recovery in retail sales. This is because consumption trends are focused on online duty-free shops that are based on conservative and reasonable consumption rather than department stores and discount stores that are based on active consumption. It is expected that the transfer effect of the distribution channels to consumption trends through online duty-free shops, which incorporate e-business services, will be more increased in the future. Therefore, the purpose of this study is to investigate the effect of the quality of e-business marketing services of duty-free shops on the brand image and customer satisfaction of duty-free shops and to suggest measures to enhance the international competitiveness of duty – free companies through the analysis on the relationship with the purchase intention.