A Dynamic Resource Allocation on Service Quality of Internet Shopping-mall

Kwak, Soo-Il; Choi, Kang-Hwa; Kim, Soo-Wook

Journal of Korean Society for Quality Management > Volume 33(4); 2005 > Article

Journal of Korean Society for Quality Management 2005;33(4): 21-.

인터넷 쇼핑몰의 서비스 품질에 대한 동태적 자원배분 의사결정

곽수일¹, 최강화², 김수욱¹

¹서울대학교 경영대학
²서울대학교 경영연구소

A Dynamic Resource Allocation on Service Quality of Internet Shopping-mall

Soo-Il Kwak¹, Kang-Hwa Choi², Soo-Wook Kim¹

¹Seoul National University
²Management Research Center, Seoul National University

ABSTRACT

This study analyzes the Internet utilization pattern of customer by comprehensively investigating the previous studies on the behavior pattern of customer in terms of Internet business. Based on the analysis, this study develops research framework that supports strategic decision-making for resource allocation in Internet business. Such research framework would be helpful for providing the typology of Internet business model that can be specialized by each industry. As a result of the simulation analysis, it was found that the optimal resource allocation portfolio providing maximum profits to the Internet bookstore involves large-scale investment on delivery service and customer support service which are the key factors for post-purchase customer satisfaction, regardless of the growth pattern or size of Internet bookstore market. Consequently, from the above analysis, the investment ratio of resources for the profit maximization of Internet bookstore was drawn. Conclusively, based on the comprehensive examination of the results, this study provided a framework for dynamic resource allocation decision-making, and proposed a management strategy which allows consumers to shop under more favorable environment, and simultaneously enables the Internet bookstore to accomplish management objectives such as continuous growth and profit maximization.

Key Words: Internet Shopping-mall;Resource Allocation;Service Quality;System Dynamics;