온라인 서비스 사이트의 고객 경험과 밀착성 간의 구조적 관계에 관한 연구

Purpose – The purpose of this study is to evaluate the role of the intermediary between customer trust and engagement in the relationship between customer experience and customer stickiness in online services. Approach – To achieve the objectives of the study, the survey was conducted on 250 users using online services, including online shopping, online travel, online delivery, online banking, online ticketing, and online hotel reservations. Findings – In the online environment, customer trust and engagement as a Mediating factor for the relationship between customer experience and stickiness. Customer experience has a positive impact on customer trust. Customer experience and trust have a positive effect on customer engagement. Customer engagement has a positive effect on customer stickiness. Implications – This study was conducted by incorporating customer experience, trust, engagement, and stickiness into a single research model. It emphasized the mediating effect for customer trust and engagement in the relationship between customer experience and stickiness in online service field. The manager should establish an online customer experience strategy to enhance customer trust and engagement. As a result, it is expected that online customer stickiness will increase significantly.