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KMID : 1134820180470020207
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Journal of the Korean Society of Food Science and Nutrition
2018 Volume.47 No. 2 p.207 ~ p.221
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Moderating Effect of Trust and Commitment in Customer Satisfaction and Customer Loyalty on Mobile Grocery Purchasing Quality Attributes
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Kim Hye-Jin
Yang Ki-Seol
Lee Young-Eun
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Abstract
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With the advent of the digital age, grocery purchasing using mobile devices is increasing. This study analyzed the moderating effect of trust and commitment in customer satisfaction and customer loyalty on the quality attributes of mobile grocery purchasing. Data were collected on customers using a mobile shopping site for purchasing groceries. The recruitment period was from July 6, 2015 to October 16, 2015. A total of 592 completed questionnaires were analyzed. Statistical analyses were performed on the data using the SPSS V.15.0 and AMOS V.18.0 programs. The main results of this study were as follows. The factor analysis of the food purchasing quality attributes showed 12 factors and a 68.170% variance. The questionnaire had a high level of internal consistency, as measured by Cronbach’s alpha (≥0.7). The trust and commitment showed excellent goodness of fit indices (GFI) [root mean square residual ≤0.05, GFI, adjusted goodness of fit index, normed fit index, and comparative fit index ≥0.9]. The GFI for the path analysis models showed the accepted reference value. According to the path analysis result, the quality of the products, convenience of buying, reasonable prices, and variety of products affected customer satisfaction, which in turn affected customer loyalty. Through the moderating effect of trust and commitment between customer satisfaction and repurchasing intention, trust and commitment strengthened the relationship between the customer satisfaction and repurchasing intention.
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KEYWORD
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mobile grocery purchasing, satisfaction, loyalty, trust, commitment
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