KS-SQI 서비스 품질이 고객 행태에 미치는 영향과 사용자 경험 평가 분석

• 영문명: An Analysis on the Impact of KS-SQI Service Quality on Customer Behavior and User Experience : Focusing on OTT Service
• 발행기관: 한국IT서비스학회
• 저자명: 이재훈(Chae-Hoon Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제5호, 125~136쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.10.30

영문 초록

The subject of this study is user experience analysis for OTT mobile app services. Application service quality was quantitatively measured by utilizing KS-eSQI evaluation model from a service quality perspective. The purpose of this analysis is to analyze how service reuse and other people s intention to recommend services are affected by service quality. In addition, further analysis of user experience will qualitatively look at what efforts are needed to improve OTT service quality and provide a user-friendly environment. According to the survey, the higher the level of KS-eSQI service quality, the higher the reuse of OTT services and recommendation of others. In particular, the dimensions of primary services and unexpected additional services had a higher impact on customer loyalty and recommendation of others than in other industries. Moreover, the following three implications were found to improve app services from a customer experience perspective. First, images and video thumbnails that highlight the strength of the content they provide should be actively utilized. Second, it is necessary to provide service companies with evidence for data-based work recommendations. Third, it should provide a viewing environment in which users can respond more intelligently to the various situations and conditions when they actually watch.

목차

1. 서 론

2. 이론적 배경

3. 조사 설계

4. 결과 분석

5. 결 론

참고문헌

키워드

OTT Service Service Quality KS-SQI User Experience(UX) Usability Test