In the advent of the Internet, there has been much attention to the Internet shopping malls as a new distribution channel and marketing tool. For the profit of Internet shopping malls, whether customers remain with or defect from it is very important. However, there is little empirical evidence about how to evaluate the Internet shopping mall service performances from the customers' viewpoints and their impact on customers' responses.
In this study, Internet shopping malls were considered as an integrated system of information systems, services, and retail stores. And measures of Internet shopping mall service performances were developed. Using self-reported data from 159 individuals having the experiences of purchasing products from Internet shopping mall, We found that four dimensions of system performance, product presentation, guaranty, and customer concern constitute the Internet shopping mall service performances. Results of this study show that Internet shopping mall service performances have positive relationships with loyalty and generosity, but negative relationships with hostility. It was also revealed that the customers' expectation level has moderating effects to the relationships between the Internet shopping mall service performances and customers' behavioral intentions.
This study can be applicable to diagnosing Internet shopping mall service performances and establishing strategies for customer retention in internet shopping mall.
