중국 모바일 간편결제 서비스 품질이 고객만족도 및 고객충성도에 미치는 영향에 관한 실증분석

Abstract

Recently smartphone and tablet PC have been established as the primary means of providing news, email, SNS and various services such as equity trading. China's Mobile payment service also has had a very important role in commerce processes with the rapid development of the Internet and electronic commerce. This paper is a study of the easy mobile payment service's influence on customer satisfaction and customer loyalty that attracts lots of users in the rapidly growing Chinese e-commerce payment system. First, this paper examines the concept of mobile shopping and market trend of easy mobile payment services. It also presents the theoretical background related to the study of service quality, customer satisfaction and customer loyalty. Furthermore, as a factor of the mobile simple payment service quality, ease of use, perceived safety, profitability and innovation factors have been pointed. This paper also researches the relationship between service quality, customer satisfaction and customer loyalty through a survey of mobile service users of China's easy payment. As a result, service quality factors of China's mobile payment such as ease of use, perceived safety, both profitability and innovation have had a positive effect (+) on Customer Satisfaction. The results also showed that the degree of customer satisfaction has given positive effect on customer loyalty. Eventually easy mobile payment service users showed that the more easy-to-use and secured method of payment, the higher loyalty to the method of payment. It is the limitations of this study that this paper only has specimens consisting of more than 80% of 20s~30s young students and salesmen, so lacks representative nature of the specimens. Nevertheless, this study will be the basis for additional research to search the intent of re-users in China as well as around the world as the number of simple payment service users with smart phones surges in the world.