• Title, Summary, Keyword: 충성도

Search Result 1,377, Processing Time 0.045 seconds

Factors Influencing Mobile Game Loyalty (모바일 게임의 충성도 형성에 미치는 영향요인)

  • Lee, Min-Sun;Park, Cheol;Lee, Hong-Il
    • Proceedings of the Korea Society for Industrial Systems Conference
    • /
    • /
    • pp.189-206
    • /
    • 2003
  • 본 연구는 무선인터넷 컨텐츠 중 가장 많은 비중을 차지하고 있는 모바일 게임의 고객 충성도 형성요인을 고찰하였다. 모바일 게임 산업은 그동안 각 이동통신사에 종속된 게임업체들이 게임 컨텐츠를 공급함으로써 게임업체에 지속적인 충성도를 가지는 고객을 확보하기가 어려웠다. 그러나 이제 무선망 개방과 더불어 이동 통신회사와는 관계없이 자유롭게 무선인터넷 접속이 가능해짐에 따라 많은 변화가 예상된다. 즉, 시장의 장벽이 사라지게 되어 모바일 게임업체들 간의 경쟁은 더 한층 심화될 것이며, 결국 안정적인 고객을 확보한 몇몇 기업만이 살아남게 될 것이다. 따라서 본 연구에서는 모바일 게임의 충성도 형성에 영향을 미치는 변수들에는 어떠한 것이 있는지 조사해 보고자 한다. 기존의 온라인 게임이나 컴퓨터 게임의 충성도에 관한 연구들을 참조하여 모바일 게임만의 특성을 고려한 연구모형을 설정하였다. 먼저 모바일 게임의 충성도에 영향을 미치는 요인을 게임의 내적 요인과 외적 요인으로 구분하였다. 모바일 게임의 내적 요인으로는 게임 컨텐츠 자체의 참신성, 조작용이성을, 게임 외적 요인으로는 브랜드 인지도와 사회적 상호작용성을 선정하였다. 이러한 변수들이 모바일 게임 만족도에 영향을 미치고 또 이 만족도가 모바일 게임에 대한 고객 충성도로 이어진다는 모델과 가설을 제시하였다.

  • PDF

A Study On The Structural Relationship Of Interaction, Identification, And Loyalty of Online Brand Community in China (중국 온라인 브랜드 커뮤니티의 상호작용, 동일시, 충성도간의 구조적 관계에 관한 연구)

  • Lee, Ji-Na
    • Journal of Digital Convergence
    • /
    • v.10 no.11
    • /
    • pp.235-241
    • /
    • 2012
  • This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.

A Study on the relationship of Flow, Trust, Satisfaction and Loyalty in the Internet Shopping Mall (인터넷 쇼핑몰에서 플로우, 신뢰, 만족, 충성도간의 관계에 관한 연구)

  • Jeong Gwang-Jin;Jang Kyung-Ho
    • Management & Information Systems Review
    • /
    • v.12
    • /
    • pp.247-266
    • /
    • 2003
  • 최근 인터넷 쇼핑몰에서 고객의 충성도에 관한 연구가 다양하게 이루어지고 있다. 또한 쇼핑몰 사용자의 경험적인 측면의 중요성이 제기되면서 많은 연구에서 이를 플로우란 개념으로 설명하고 있다. 본 연구는 인터넷 쇼핑몰에서의 최적 경험으로서의 플로우와 그 동안 인터넷 쇼핑몰 관련 연구에서 고객 충성도와의 긍정적 관계에 대해 논의가 있어온, 신뢰와 만족과의 관계를 공분산 구조 분석을 통해 경쟁 모델화 하여 비교함으로써 우수 모델을 도출하였다. 그 결과 플로우와 신뢰, 만족, 충성도간의 관계를 모두 고려한 포화모델이 우수한 모델로 도출되었다.

  • PDF

A study on trade show's service quality, customer satisfaction and customer loyalty (무역전시회의 서비스품질, 고객만족 및 고객충성도에 관한 연구)

  • Cho, Yunsil
    • International Commerce and Information Review
    • /
    • v.17 no.3
    • /
    • pp.359-378
    • /
    • 2015
  • This study intends to provide strategic implication for enhancing trade show's competitiveness by analyzing its structural relationships among service quality, customer satisfaction and customer loyalty. In order to measure service quality factors influencing customer satisfaction and customer loyalty, the empirical analysis was conducted on three kinds of service quality (physical environment quality, interaction quality, outcome quality). The study results indicated that all of the physical environment quality, interaction quality and outcome quality had positive impacts on customer satisfaction. In relationship between service quality factors and customer loyalty, interaction quality and outcome quality showed positive impacts on customer loyalty, whereas physical environment quality did not. The customer satisfaction turned out to have positive impact on customer loyalty.

  • PDF

The mediating effects of design values on the relationship between consumers' design evaluative elements and brand loyalty (소비자 관점에서의 디자인 평가요소와 브랜드 충성도 관계에 대한 디자인 가치의 매개효과)

  • Na, Kwang-Jin;Lee, Yong-Gyun;Yook, Hwa-Young
    • Science of Emotion and Sensibility
    • /
    • v.13 no.3
    • /
    • pp.511-522
    • /
    • 2010
  • Product design is being recognized as an important source of sustainable competitive advantage. This research explores the effects of design evaluative elements on brand loyalty through design values. The results of this study are as follows. Firstly, most design evaluative elements have positive effects on design values. Aesthetic, unique, feminine, noble, and utilitarian elements of design evaluation influence three types of design values: rational, kinesthetic, and emotional. While unique design evaluative element does not have significant effects on rational and kinesthetic design values, it has significant affect on the emotional design value positively. Secondly, three types of design values have positive effects on attitudinal brand loyalty. In addition, emotional and kinesthetic design values have positive influences on behavioral brand loyalty. However, the emotional design value has an indirect effect on behavioral brand loyalty through attitudinal brand loyalty. Lastly, attitudinal brand loyalty has a significant influence on behavioral brand loyalty positively.

  • PDF

Relationships between Service Quality, Perceived Value, Satisfaction, and Loyalty -A Case of IhoTewoo Festival in Jeju- (지역축제의 서비스품질, 지각된 가치, 만족, 충성도의 영향 관계 -제주이호테우축제를 사례로-)

  • Chung, Seung-Hoon
    • The Journal of the Korea Contents Association
    • /
    • v.10 no.11
    • /
    • pp.391-402
    • /
    • 2010
  • The purposes of this study are to identify the relationships between service quality, perceived value, satisfaction, and loyalty for IhoTewoo festival through a structural equation model. This study was conducted by means of survey questionnaire of festival visitors with 348 responses. The main results of the study are as follows. First, the exploratory factor analysis with principal component method of the 19 service quality items identified four underlying domains. These dimensions were labelled: (1) 'program', (2) 'informational service', (3) 'festival area', and (4) 'food'. Second, service quality has a significantly positive effect on perceived value, satisfaction, and loyalty. Third, Perceived value has a significantly positive effect on satisfaction. Fourth, both perceived value and satisfaction have significantly positive effects on loyalty. Fifth, Although the direct effect of service quality on customer loyalty was evident, it was also found that the indirect effects of service quality through perceived value and/or overall satisfaction were stronger. Thus, customer loyalty will be stronger when service quality is matched with perceived value and/or overall satisfaction, meaning that multiple factors play a significant role in determining customer loyalty.

Structural Causal Relationships between Store Image Components and Satisfaction, Trust, Loyalty in Grocery Retailing Stores (식품소매점 이미지 구성요인과 만족, 신뢰, 충성도 간 구조적 인과관계)

  • Choi, Chul-Jae
    • The Journal of the Korea Contents Association
    • /
    • v.13 no.11
    • /
    • pp.366-381
    • /
    • 2013
  • This paper is to identify how variety of products, product quality, guarantees, employee services and physical environment of store which is considered to store image components influence on satisfaction and loyalty, which in turn effects on loyalty in grocery retailing stores. A survey was conducted to collect the data with consumers who had the actual purchase experience within 1 years in grocery retailing stores. Analysis of structural equation modeling with SPSS 19.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, product quality and employee services influence on both satisfaction and trust, but physical environment of store are effects on satisfaction only. Second, no store image components influence on loyalty. Finally, satisfaction was effect on both trust and loyalty, whereas trust was not effect on loyalty. In order to build strong customer loyalty, marketer have to strengthen the relationship quality such as satisfaction and trust, and formed through store image components that is much stronger on loyalty.

The Impact of Buffet Restaurant's Brand Equity on Guest Satisfaction and Loyalty (뷔페레스토랑의 브랜드 자산이 고객만족 및 충성도에 미치는 영향)

  • Lee, Sang-Hee;Kim, Yeon-Sun
    • The Journal of the Korea Contents Association
    • /
    • v.14 no.9
    • /
    • pp.484-493
    • /
    • 2014
  • The purpose of this study is to investigate the effect of the brand equity on the guest satisfaction and the loyalty in buffet restaurant. To achieve the purpose, this study, firstly, identifies the brand equity of buffet restaurant guests. Secondly, to explore the factors of brand equity, guest satisfaction and loyalty. Thirdly, to research the effect of brand equity on guest satisfaction and loyalty. Fourthly, to research the effect of guest satisfaction on loyalty. Data were collected from individuals by face-to-face interview who visited the buffet restaurants located in the region of southern gyeonggi. The questionnaire was distributed of the 250 copies and used 221 in the analysis by using SPSS 18.0 and AMOS 18.0 programs. The results of this study were as followed that the brand equity of buffet restaurants had partially positive effect on the guest satisfaction, that the brand equity did not influence on the loyalty at all and that the guest satisfaction had a positive effect on the loyalty.

Influence of Internal Marketing on Customer Orientation and Loyalty in Hospital (병원내부마케팅이 고객지향성 및 충성도에 미치는 영향)

  • Kang, Cheon-Kook
    • The Journal of the Korea Contents Association
    • /
    • v.16 no.2
    • /
    • pp.174-185
    • /
    • 2016
  • Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

MMORPG에서 길드 구성원들의 사회적 지지를 통한 심리적 요인들이 플로우 및 충성도에 미치는 영향

  • Kang, Ju-Seon;Go, Il-Sang;Go, Yun-Jeong
    • 한국경영정보학회:학술대회논문집
    • /
    • /
    • pp.897-902
    • /
    • 2008
  • 이 연구에서는 MMORPG 게임의 길드 내에서 사회적 지지가 캐릭터와 길드를 통해 플로우 및 충성도에 미치는 영향을 검증하고자 한다. 이를 위하여 MMORPG 게이머들을 대상으로 포커스그룹인터뷰를 한 결과 사회적지지 요인을 발견하였고, 인터뷰 결과와 선행연구를 토대로 캐릭터통제력, 사회적 지지를 독립변수로 제시하였고, 매개변수로 캐릭터 동일시, 길드 동일시, 자아존중감을, 종속변수로 플로우, 충성도를 도출하여 연구모형을 개발하였다. WoW(WorldofWarcraft) 이용자 244 명의 자료를 수집하여 전체적인 연구모형의 구조적 적합도를 검증하기 위해 구조방정식모델(SEM)분석을 이용하였다. 분석을 통해 다음과 같은 주요 연구결과를 밝혀냈다. 첫째, 사회적지지는 캐릭터 통제력, 캐릭터 동일시, 길드 동일시, 자아존중감에 통계적으로 유의하게 나타났으며, 캐릭터 통제력은 캐릭터 동일시, 길드 동일시, 자아존중감을 향상시키는 것으로 나타났다. 둘째, 캐릭터 동일시는 자아존중감과 충성도에 긍정적인 영향을 미치는 것으로 나타났으며, 길드 동일시는 자아존중감과 플로우, 충성도에 유의한 영향을 미치는 것으로 나타났으며, 자아존중감은 플로우에 유의한 영향을 미치는 것으로 밝혀졌다.

  • PDF