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모바일 전자책 서비스품질, 고객만족 및 충성도 간의 구조적 관계에 대한 연구

A Study on the Structural Relationship among Mobile e-Book Service Quality, Customer Satisfaction and Customer Loyalty

한국경영공학회지 v.18 no.1 , 2013년, pp.99 - 116  
김정수, 이철규, 강민형

This study aims to figure out the structural relationship among e-book service quality, customer satisfaction and customer loyalty in mobile contents service, particularly focusing on the ‘mobile e-book service,’ which is expected to be the fastest growing area by virtue of rapid spread of smart mobile devices. We categorized the quality factors of mobile e-book service into system quality, information quality and service quality, then suggested a research model based on seven research hypotheses about their effects on customer satisfaction and loyalty. Based on the data collected through user surveys, we evaluated the research model using structural equation analysis. According to the results of analysis, the significant structural relationship among system quality, information quality, service quality, customer satisfaction and customer loyalty were validated. Specifically, three research hypotheses linking sub-dimensions of e-book service quality to customer satisfaction, and one hypothesis linking customer satisfaction to loyalty were supported. On the other hand, three research hypotheses suggesting direct effects of sub-dimensions of e-book service quality on customer loyalty were rejected. This implies that each quality factor of e-book service directly affects customer satisfaction, but their effects on customer loyalty are indirect. In addition, based on the significant effects of customer satisfaction on customer loyalty such as re-purchasing and recommendation, we are confident that focusing on the quality of e-book service does not only increase customer satisfaction, but also transforms a normal consumer into a regular customer, even a brand advocator. This research provides meaningful guidelines for online book stores, telecommunication service providers, and specialized e-book distributors, etc. to retain and expand their customer bases by focusing on specific quality factors of mobile e-book service. This research has a limitation that all the causal relationships in the research model were validated through a cross-sectional analysis. In this regard, further studies including a longitudinal analysis are required to figure out the changes in the structural relationship among research variables along with the continuous development of e-book service: how it has evolved and what shall be the future directions.

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