A Study on the Effect of Seller Fairness on Customer Empathy and Trust in Online Shopping Focusing on the MZ Generation

• 영문명: A Study on the Effect of Seller Fairness on Customer Empathy and Trust in Online Shopping Focusing on the MZ Generation
• 발행기관: 한국무역연구원
• 저자명: Sun-Ki Lee Kyung-Jae Lee
• 간행물 정보: 『무역연구』제19권 제1호, 69~85쪽, 전체 17쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose – This study examined how service providers effectively respond to consumer complaints in an online shopping environment by applying the fairness theory including distributive, procedural, and interactional fairness. Design/Methodology/Approach – Empirical research was conducted using three independent variables related to a sense of fairness perceived by the customers to test the relationships between the independent variables and customer empathy and trust. University students residing in dormitories in Seoul were surveyed. Findings – After collecting surveys from 200 university students in Seoul, South Korea, it was observed that the perceived sense of distributive, procedural, and interactional fairness positively contributed to customer empathy and trust. Research Implications – In the writing of this paper, this study has significance in indicating that in the case of disputes in an online shopping environment, customer representatives must respond to customer demands in a fair, timely, and professional manner to successfully connect with consumers and have their loyalty retained.

목차

I. Introduction

II. Theoretical Background and Conceptual Framework

III. Methodology

IV. Results and Discussion

V. Discussion

VI. Conclusion

References

키워드

Consumer Complaints Fairness Theory Customer Empathy Customer Trust