온라인 채팅서비스의 인터페이스 구성 효과 : 회사의 시장지위를 중심으로

• 영문명: The Effects of the Type of Online Chatting Service Interface : Focusing on Company Status
• 발행기관: 한국IT서비스학회
• 저자명: 박상우(Sangwoo Park) 신동우(Dongwoo Shin)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제1호, 129~144쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

Recent advances in digital purchase platforms allow consumer to easy to access online purchase, but the online purchase systems often occurs a negative situations such as service failure. When customer experiences negative service, they want to communicate with the company online chatting service. But not much is known about how customers online chatting service s contextual cues effectiveness. So, the current research seeks to examine the effects of type of online chatting service interface and company market status on customers’ perception of service quality and satisfaction with online chatting services. The results of two studies show that, when customer experienced negative online service, they expected to a high status (vs a low status) company had offered better service. but their service request are not met, customers perceive better service quality if served by a low status (vs high status) company represented by a logo (vs. an emoji). These findings will help marketing practitioners strategically how design their chatting service interface according to the their status when they communicate with customer who experienced negative service.

목차

1. 서 론

2. 이론적 배경

3. 연구 1

4. 연구 2

5. 결론 및 시사점

참고문헌

키워드

Online Customer Chatting Service Interface Presentation Company Status