Earticle

초록

영어

The considerable progress of IT industry has changed the industrial structure and lifestyle of our society. One of the remarkable fields of IT industry is online game industry. It showed rapid growth for the past decade. But in recent years online game industry faced with the limit of its growth for a number of reasons. To overcome such situation, online game companies should improve functions of game and analyze their customer’s needs for sustainable growth through increasing customer satisfaction and loyalty. The purpose of the study is to investigate and evaluate the factors of online game service quality and the relation of customer satisfaction and loyalty. SPSS 14.0 and AMOS 7.0 are used for experimental research. Through reliability and validity test, service quality factors influencing the customer satisfaction are appeared to be 5 latent variables(reliability, responsiveness, assurance, empathy, tangibles). In addition, by structural equation model and covariance structural model, the result showed that empathy is the most influenced factor to customer satisfaction and customer satisfaction has positive effect on customer loyalty. The results of this research have important implications for explaining an mechanism for service quality of online game, customer satisfaction and loyalty and they might provide operational guidelines to the online game service company.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 서비스품질 및 서비스품질 평가 모델
  2.2 인터넷 온라인 서비스품질
  2.3 온라인게임품질 및 품질평가
  2.4 고객만족과 충성도
 3. 연구방법
  3.1 연구모형
  3.2 서비스품질 요인의 결점과 자료 수집
  3.3 분석방법
 4. 연구 방법 및 분석
  4.1 타당성 및 신뢰성 분석
  4.2 요인점수를 이용한 희귀분석
  4.3 확인적요인분석
 5. 결론 및 논의
  5.1 연구의 결과 및 시사점
  5.2 연구의 한계 및 향후 연구 방향
 참고문헌

저자

• 김현종 [ Hyun-Jong Kim | 광주대학교 e-비즈니스학과 교수 ]
• 이충수 [ Choong-Soo Lee | 광주대학교 e-비즈니스학과 부교수 ] 교신저자

참고문헌