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Study on Relationship Quality and L-Loyalty in Location-Based Service

위치기반서비스에서 관계 품질과 L-로열티에 관한 연구

  • 장성희 (경북대학교 경영학부 BK21플러스)
  • Received : 2016.06.13
  • Accepted : 2016.07.24
  • Published : 2016.09.28

Abstract

The purpose of this study is to examine the factors influencing relationship quality and L-Loyalty in Location-Based Service (LBS). This model tests various theoretical research hypotheses relating to LBS, relationship quality, and L-Loyalty. The target population of this study is LBS users. The results of hypothesis testing are as follows. First, personalization and perceived value positively influence commitment and perceived risk negatively influence commitment. Second, personalization, ubiquity, and perceived value positively influence satisfaction and perceived risk negatively influence satisfaction. Finally, commitment and satisfaction positively influence L-Loyalty. The results of the study will provide various implications to improve relationship quality and to secure high loyalty customers in LBS.

Keywords

Location-Based Service;Relationship Quality;L-Loyalty;Commitment;Satisfaction

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