How it effects the Influence of Customer Satisfaction and Customer Loyalty of Internet-based TV Home Shopping Service Quality

Abstract

The purpose of this study is, to find out how it effects the consumers’ purchase satisfaction according to the quality of broadcasting service of TV home shopping and at the same time to understand whether the image of the home shopping channels that the customers have causes any control effect. To do this, a questionnaire was designed through a preliminary survey and based on the questionnaire, 440 samples were extracted by conducting in the form of online survey with the help of a professional company. The extracted sample was verified the content validity and composition validity by analyzing the factor analysis and reliability analysis through SPSS. In addition, to test the hypotheses, a multiple regression analysis and a hierarchical regression analysis were performed. It is necessary to plan a strategy to improve the image of the customers’ service sector through the provision of trust-based services in order to increase customer loyalty based on the achievement of the control variable of this paper, and in case the safety-related services is provided, an effective customer loyalty can be increased by establishing measures to enhance the customer's qualitative evaluation. In order to increase customer loyalty based on the results of the analysis of moderating variables in this study, a strategy to improve the customer’s image about the service sector through providing services focused on trust should be established, and in providing services related to safety, it is judged that effective promotion of customer loyalty will be achieved by establishing a plan to increase the customer’s qualitative evaluation.