The effect of service quality on customer satisfaction in a internet shopping mall: The moderating role of the internet community type

This study aims to indentify service factors that satisfy customers in the internet shopping mall context. The study examines the relationship between service quality and customer satisfaction, and explores the moderating role of the internet community type (i.e., transaction community group, interest community group and fantasy community group). By analyzing 188 questionnaires, we found that out of the five service quality dimensions, only reliability, tangibility, assurance and responsiveness dimensions have positive effects on customer satisfaction. We also found that there is a significant difference in the relationship between service quality and customer satisfaction by the perceived type of internet community. Implications of the findings and future research directions are discussed.