모바일 애플리케이션 광고 이용자의 지각된 인식과 서비스 회복에 관한 연구

• 영문명: A Study on Mobile Application Advertising Users’ Perceived Perception and Service Recovery
• 발행기관: 한국IT서비스학회
• 저자명: 강문영(Moonyoung Kang) 지영수(Yongshou Chi) 임성은(Sungeun Lim) 한경석(Kyeongseok Han)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제15권 제1호, 269~287쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2016.03.30

영문 초록

In general, service failure occurs inevitably and the customers who experienced the greater dissatisfaction have the higher expectations of service recovery. However, most of the previous studies have focused on the evaluation and risk factors of pre-service quality. Thus, this study is contrary to the numerous previous studies and focus on the effectiveness of mobile application advertisement users’ perceived perception on service recovery after service fails. A research model presented in this study is based on the Equity Theory and deeply evaluated the effectiveness of Distributive Justice, Interactional Justice, and Authenticity Relevance on Service Recovery. The survey of this study was conducted among 286 users who have experienced a services recovery of mobile application advertising. As a result, among all the factors of users of mobile application advertising, Distributive Justice, Interactive Justice, and Relevance have a positive impact to Satisfaction. In addition, Distributive Justice, Authenticity and Satisfaction also have a positive impact to Trust. Ultimately, Satisfaction and Trust have a positive impact to Service Recovery. The results of this study are expected as a reference for presenting a new business model for mobile application advertising industry, reducing business risk and enriching the related researches.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 가설설정

4. 실증분석

5. 결 론

키워드

Mobile Advertising Mobile Application Advertising Service Recovery