온라인 서점의 서비스 품질 요인에 따른 소비자 중요도 및 만족도 분석

• 영문명: A Study on the Consumer’s Importance and Satisfaction by Service Quality Factors in Online Bookstores :Focused on IPA Analysis
• 발행기관: 한국IT서비스학회
• 저자명: 이명성(Myoung-Soung Lee) 김한성(Han-Seong Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제20권 제3호, 103~118쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

With the advancement of technology, the market size of online bookstores is constantly increasing in Korea. Despite the importance of the quality of services provided by online bookstores as many customers use online bookstores, many existing studies have approached only from a linear perspective that satisfying service quality factors will lead to customer satisfaction. In addition, the service quality of online bookstores has only been addressed in general and universal service situations, such as SERVQUAL and e-SERVQUAL and WebQual, or online situations. This study was conducted to consider the specificity of online bookstores and to establish specific strategies for improving service quality. In this study, we present six higher dimensions of service quality for online bookstores and 25 lower dimensions to measure it, and we confirm strategic direction for service quality elements through IPA analysis. As a result of the analysis, a total of 12 factors were included in the first quadrant, which required maintenance of service quality due to the high importance and satisfaction perceived by customers. Next, the importance of customers is high, but their satisfaction is low, so the second quadrant that should be improved first had a total of two factors. Third, the third quadrant was an area where customers perceived low importance and satisfaction, and a total of nine factors were involved. Finally, the fourth quadrant was an area where the customer was satisfied but perceived low importance, with a total of two factors. The results of this study can be used as basic data for strategic use of online service quality factors.

목차

1. 서 론

2. 이론적 배경

3. 연구방법

4. 분석결과

5. 결 론

참고문헌

키워드

Online Bookstores Service Quality IPA Analysis Consumer s Importance and Satisfaction