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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.11 No.2 pp.17-23

A Study on the effect of product recommendation system on customer satisfaction: focused on the online shopping mall

Ba-Da CHO**,Rajasekhara Mouly POTLURI***,Myoung-Kil YOUN****
*This work was supported by the research grant of the KODISA Scholarship Foundation in 2019
**First Author, Student, Department of Medical IT and Marketing, Eulji University, Korea, Email:
***Associate Professor, College of Business, Al Ghurair University, Academic City, Dubai-United Arab Emirates, Tel: +971-55-341-2166. Email:

© Copyright: Korean Distribution Science Association (KODISA)
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
****Corresponding Author, Professor, Department of Medical IT and Marketing, Eulji University, Korea. Email:
January 01, 2020 January 29, 2020 February 05, 2020


Purpose: The purpose of this study is to understand the effect of the unique product recommendation system on customer satisfaction. Research design, data and methodology: The survey method used the self-recording way in which the respondents selected for the study and distributed 300 questionnaires, and with due personal care, researchers collected all the distributed questionnaires. Results: The result implies that the characteristics of the product recommendation system should be more secure and developed. Conclusions: The aspects of the product recommendation system were selected as factors of price fairness, accuracy, and quality through previous studies, and the empirical analysis of the effect of the characteristics of the product recommendation system on customer satisfaction was summarized as follows. Among the attributes of the product recommendation system, the attributes of price fairness, accuracy, and quality affect customer satisfaction. Among them, the beta value of quality was the highest, and the effect of quality was the largest among the three factors. Based on the results of the study, the implications for the characteristics of the product recommendation system are summarized as follows. The aspects of the product recommendation system have a positive effect on customer satisfaction, so it is necessary to fill the needs of consumers based on the survey focused on quality

JEL Classification Code : L81, M31, P46.





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