고객화, 네트워크 효과, 서비스 품질 및 고객 충성도 : 음원 스트리밍 서비스를 중심으로

• 영문명: Customization, Network Effect, Service Quality and Customer Loyalty : An Investigation of Music Streaming Services
• 발행기관: 한국IT서비스학회
• 저자명: 음상원(Sangwon Eum) 임호순(Hosun Rhim) 한영미(Youngmi Han)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제18권 제4호, 115~134쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.11.30

영문 초록

The global music industry has been growing steadily every year. In particular, the proportion of music streaming services in the overall market are expanding. It shows same pattern in domestic market. Also, several companies are providing music streaming services competitively. It is clear that there is growing interest in effective operations of music streaming services. In this study, we examine the impact of customization and network effect on service quality and customer loyalty. We collect survey data and analyze relationships between latent variables using structural equations modeling. We find that customization and network effect of music streaming services positively affect service quality. However, the effect of customization on customer loyalty is not significant and there is a negative effect of network effect on customer loyalty. Finally, we find that service quality works as a mediator between customization and customer loyalty, and service quality also works as a mediator between network effect and customer loyalty.

목차

1. 서 론

2. 선행 연구

3. 연구 설계

4. 실증 분석

키워드

Music Streaming Service Customization Network Effect Service Quality Customer Loyalty Structural Equations Modeling