온라인 음악 사이트의 서비스품질이 고객만족에 미치는 영향 연구

• 영문명: The Effects of Online Music Site Service Quality on Customer Satisfaction
• 발행기관: 한국예술경영학회
• 저자명: 유지연(Yoo jiyun) 박정배(Park jungbae)
• 간행물 정보: 『예술경영연구』제13집, 55~83쪽, 전체 29쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.30

영문 초록

The advance of Internet and the introduction of MP3 digital file have brought the change in consumers’ music consumption patterns and also led to the dramatic change in its value chain throughout musical contents’ production, distribution, marketing and consumption, which has eventually changed the overall music industry paradigm. However, although this new MP3 download and streaming services provide diverse advantages by remarkably reducing the reproduction and distribution cost, it has caused the copyright infringement disputes and has acted as one of main reasons to explain the overall music market depression. Few researches have conducted to develop a valid and reliable set of measures for assessing consumer perception of free contents. This study is designed to examine online music sites because it is considered that digital technology development has more remarkably influenced on the music industry than any other industries, and there has been a huge impact on the change of consumers’ behavior and perception due to the free online sites. The purpose of this study is to investigate the relative effects of each digital contents service quality on customer satisfaction and to provide differentiated strategic implications to marketers by comparing the impacts of each service dimension between paid and free music sites on customer satisfaction. The results of this study were summarized as follows. First, each digital contents service quality shows a significant effect on customer satisfaction both in paid and free online music sites. Especially, among the service quality dimensions, the communication quality in paid online sites shows the most significant effect on customer satisfaction. Second, such customer satisfaction of digital contents service quality also shows a significant effect on re-use intention. Currently, most paid online contents companies have confronted two-sided difficulties: the transform of free online music site users to paid online music site and the retention of existed paid users under the competitive environment among many paid online sites. Therefore, by providing important dimensions of digital service quality between paid and free online sites on customer satisfaction, this study can give the managerial implications to paid online marketers in providing more benefits and satisfaction to paid online users.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계와 분석방법

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

ABSTRACT

키워드

Digital Contents Customer Satisfaction Online Music